TITLE

Sleeping with the enemy can pay off

AUTHOR(S)
Ritson, Mark
PUB. DATE
May 2006
SOURCE
Marketing (00253650);5/24/2006, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents information on the importance of co-branding in the changing marketing world. There has been enormous growth in co-branding over the past 18 months. Unexpected partnerships are emerging all over the world. The co-branded mix is rated far higher than a single-branded offering from either brand. It appears that only positive brand associations are perceived by consumers who encounter a co-branded offering. It is informed that co-branding is a way to modify and improve brand equity.
ACCESSION #
21127037

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

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

Try another library?
Sign out of this library

Other Topics