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Co‐branding as a new competitive weapon

Co‐branding as a new competitive weapon Declares co‐branding (the bringing together of two or more independent brand names in support of a new product, service or venture) is seen as a legitimate development of branding. States co‐branding can bring enormous competitive advantages to the partners involved. Stresses co‐branding needs active management to achieve the desired exchange of values and reputation between brands. Foresees plenty of scope for future growth and development, as brands will play a huge role in the rapid decision‐making process. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

Co‐branding as a new competitive weapon

The Antidote , Volume 5 (6): 4 – Nov 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006863
Publisher site
See Article on Publisher Site

Abstract

Declares co‐branding (the bringing together of two or more independent brand names in support of a new product, service or venture) is seen as a legitimate development of branding. States co‐branding can bring enormous competitive advantages to the partners involved. Stresses co‐branding needs active management to achieve the desired exchange of values and reputation between brands. Foresees plenty of scope for future growth and development, as brands will play a huge role in the rapid decision‐making process.

Journal

The AntidoteEmerald Publishing

Published: Nov 1, 2000

Keywords: Brands; Growth; Development

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