Brands Co-mingle On Phones

Brown, Karen
October 2003
Wireless Week;10/15/2003, Vol. 9 Issue 21, p22
Trade Publication
Deals with the branding efforts of wireless carriers and cellular phone handset makers. Information on the branding schemes of Nokia Corp.; Discussion of the practice of co-branding with the wireless carrier; Implications of brand awareness.


Related Articles

  • Two brands are better than one. Lenius, Patricia // Prepared Foods;Mid-Apr95, Vol. 164 Issue 5, p22 

    Discusses the advantages of co-branding food products in order to call consumer attention, especially to new products. Forms of co-branding; Impact on shelf space and ability of product to compete more effectively with the leading brands; Immediate product differentiation; Consumer confusion...

  • WHY ONE BRAND NAME MIGHT NOT CUT IT ANYMORE. Schultz, E. J. // Advertising Age;6/23/2014, Vol. 85 Issue 15, p37 

    The article offers information on the concept of co-branding. Topics include the dependence on another brand's equity and popularity, the old marketing tricks of licensing and double-trademarking, and the need for brands to break through a crowded market. It also discusses the viability of...

  • The bigger the brand, the easier it falls. Ritson, Mark // Marketing (00253650);9/22/2004, p23 

    This article reports that during the 90s, from unlikely origins in the small country of Finland, there emerged a remarkable manufacturing story. Nokia, once a heavy industrial conglomerate, began producing mobile phones that captured consumer imaginations across the globe. Throughout history,...

  • Understanding the adoption of new brands through salespeople: a multilevel framework. Wieseke, Jan; Homburg, Christian; Lee, Nick // Journal of the Academy of Marketing Science;Summer2008, Vol. 36 Issue 2, p278 

    So far there has been scant empirical attention paid to the role of the sales force in the adoption of new brands in the early implementation stages. We test a framework of internal (sales manager and salespeople) brand adoption using an empirical multilevel study. Our findings suggest that the...

  • Yo! Crunch on a New Addition.  // Prepared Foods;Aug2006, Vol. 175 Issue 8, p8 

    The article features the YoCrunch Lowfat Blueberry Yogurt with Grape-Nuts cereal, a co-branding effort from YoFarm and Grape-Nuts. As a result of the venture with traditionally adult brand Grape-Nuts, the product is marketable toward consumers of all age groups. Nutritional information on the...

  • The Impact of Cobranding on Customer Evaluation of Brand Counterextensions. Kumar, Piyush // Journal of Marketing;Jul2005, Vol. 69 Issue 3, p1 

    A brand that successfully extends from its parent category into a new extension category often faces a counter-extension by a brand from the extension category back into its own parent category. However, there is little guidance available on how brand extension strategies should be adjusted to...

  • "Survival of the Fittest: The Multi-faceted Role of Fit in Co-branding" Pruppers, Roger; Ouwersloot, Hans; Lemmink, Jos // Advances in Consumer Research;2005, Vol. 32 Issue 1, p245 

    This article focuses on a study which examines the impact of perceived similarity or fit on evaluations of composite brand extensions. It is built on brand extension and co-branding literature and is drawn from categorization theory. This experiment addresses the impact of product fit and brand...

  • Behind the 'Just Duet' Music.  // Brandweek;2/26/2007, Vol. 48 Issue 9, p18 

    The article presents ways marketeers can have successful co-branding initiatives for consumer products. The article points out that when co-branding marketeers should want one collaborator that produces a combined effect that is greater than the sum of its parts. The article suggests that when...

  • COOPERATIVE BRANDING. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p48 

    The article presents an encyclopedia entry about cooperative branding. This type of branding is a form of co-branding wherein there is a joint venture of brands into a new good or service. It purpose is to build on the strength of all of the brands involved in the venture.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics