Co-Branding The Science of Alliance
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Auteur:
Tom Blackett
R. Boad
Co-auteur:
Interbrand (Firm)
- Engels
- Hardcover
- 9780333760895
- 24 september 1999
- 150 pagina's
Samenvatting
The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets.
The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.
The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.
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- Bindwijze
- Hardcover
- Oorspronkelijke releasedatum
- 24 september 1999
- Aantal pagina's
- 150
- Illustraties
- Nee
Betrokkenen
- Hoofdauteur
- Tom Blackett
- Tweede Auteur
- R. Boad
- Co Auteur
- Interbrand (Firm)
- Hoofduitgeverij
- Palgrave Macmillan
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- Extra groot lettertype
- Nee
- Product breedte
- 155 mm
- Product lengte
- 235 mm
- Studieboek
- Ja
- Verpakking breedte
- 159 mm
- Verpakking hoogte
- 240 mm
- Verpakking lengte
- 15 mm
- Verpakkingsgewicht
- 401 g
EAN
- EAN
- 9780333760895
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