TITLE

Two brands are better than one

AUTHOR(S)
Lenius, Patricia
PUB. DATE
April 1995
SOURCE
Prepared Foods;Mid-Apr95, Vol. 164 Issue 5, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the advantages of co-branding food products in order to call consumer attention, especially to new products. Forms of co-branding; Impact on shelf space and ability of product to compete more effectively with the leading brands; Immediate product differentiation; Consumer confusion created by co-branding; Co-branding strategies which have failed. INSET: Co-branding's marriage brokers..
ACCESSION #
9506074251

 

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