Two brands are better than one

Lenius, Patricia
April 1995
Prepared Foods;Mid-Apr95, Vol. 164 Issue 5, p22
Trade Publication
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..


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