TITLE

COOPERATIVE BRANDING

AUTHOR(S)
Clow, Kenneth E.; Baack, Donald
PUB. DATE
March 2005
SOURCE
Concise Encyclopedia of Advertising;2005, p48
SOURCE TYPE
Book
DOC. TYPE
Reference Entry
ABSTRACT
The article presents an encyclopedia entry about cooperative branding. This type of branding is a form of co-branding wherein there is a joint venture of brands into a new good or service. It purpose is to build on the strength of all of the brands involved in the venture.
ACCESSION #
22573872

 

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