Choose your partners wisely

June 2006
Marketing Week;6/29/2006, Vol. 29 Issue 26, p44
Trade Publication
The article focuses on the advantages and disadvantages of brand partnership. Brand partnership is the mutually beneficial partnering of two brands with similar values. According to a survey conducted by Touchdown Brand Affinity Marketing, 68% of 1,000 marketers say that successful partnerships can only sometimes increase the value of a brand and are highly effective in creating positive consumer perceptions. However, one hitch of brand partnerships is the possibility of mismatching the core offerings of two brands with different core offerings, thereby, creating conflicting product image.


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