Two brands are better than one

Immel, Matthias
May 2006
Brand Strategy;May2006, Issue 202, p11
Trade Publication
The article emphasizes the significance of brand partnership as employed by T-Mobile International AG with singer Robbie Williams. The partnership mandates for the company to sponsor his concert tour and in return he will appear in the brand's advertising campaign. One reason of the company in entering in the said partnership is to broaden its appeal in the fanbase of Williams. According to the company, the strategy has benefited it.


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