Schultz, E. J.
June 2014
Advertising Age;6/23/2014, Vol. 85 Issue 15, p37
Trade Publication
The article offers information on the concept of co-branding. Topics include the dependence on another brand's equity and popularity, the old marketing tricks of licensing and double-trademarking, and the need for brands to break through a crowded market. It also discusses the viability of several co-branded products that include A&W/Betty Crocker Root Beer Float Frosting, Taco Bell/Kraft SOuthwest Ranch Dressing, and Kellogg's/Jif Peanut Butter Cereal.


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