TITLE

Two brands are better than one

AUTHOR(S)
Immel, Matthias
PUB. DATE
May 2006
SOURCE
Brand Strategy;May2006, Issue 202, p11
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
21058467

 

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