Behind the 'Just Duet' Music

February 2007
Brandweek;2/26/2007, Vol. 48 Issue 9, p18
Trade Publication
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 choosing a partner one should make sure that the visual execution harmonizes the two entities. The article states that the merger of the brands need to be believable, in order for consumers to support it.


Related Articles

  • One brand good, two brands better. Ritson, Mark // Marketing (00253650);10/12/2005, p23 

    The article focuses on issues related to the marketing of brand name products. Too often marketers confuse big, famous brands with brilliant brand strategies. Many of the most iconic brands were built decades ago and their approach to brand-building can be average at best. British marketers, who...

  • 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...

  • "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...

  • Brand Atkins plans Aussie invasion. Ryan, Rosemary // B&T Weekly;7/16/2004, Vol. 54 Issue 2480, p3 

    Reports on the plan to introduce the Atkins brand of low-carbohydrate diet in Australia. Appointment of public relations consultancy firm, Wrights, to handle the business for Australia and New Zealand; Focus of Wrights on monitoring the coverage of Atkins and related issues in the local media;...

  • Madura Garments plans brand extension.  // Colourage;Oct2007, Vol. 54 Issue 10, p138 

    The article reports on the plan of branded apparel manufacturer and retailer Madura Garments Ltd. to expand its brands by developing sub-brands and brand extensions. The company is making its moves to get large share of these sectors as the 4,000-crore-branded ready-to-wear segment in India is...

  • THE BRAND NAMING PROCESS: AN EMPIRICAL STUDY OF U.S. COMPANIES. Kohli, Chiranjeev; LaBahn, Douglas W. // AMA Winter Educators' Conference Proceedings;1996, Vol. 7, p315 

    Focuses on the manner by which companies create brand names. Details of the brand naming process used by U.S. companies; Contrasts between consumer and industrial companies with regards to the importance placed on each task; Importance given by companies to brand names.

  • Is it time to update your brand? MANTERNACH, LYNN // Corridor Business Journal;8/12/2013, Vol. 10 Issue 3, p14 

    The article reflects on the need for brand positioning as a part of business strategy considering the impact of a weak brand, change in the competitive landscape impacting growth potential and needs of targeted customers.

  • Branding.  // Branding - Competency Center;Jan2013, p1 

    Companies of all sizes are realizing the power and importance of branding in driving positive business results. A company's brand is one of its most important assets, and the development and stewardship of the brand is critical. As a result, companies are learning how to improve upon their...

  • CO-BRANDING: THE STATE OF THE ART. Helmig, Bernd; Huber, Jan-Alexander; Leeflang, Peter S. H. // Schmalenbach Business Review (SBR);Oct2008, Vol. 60 Issue 4, p359 

    The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with...


Read the Article


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

Try another library?
Sign out of this library

Other Topics