Co-branding: The Science of Alliance (BOK)

Tom Blackett, Robert W. Boad

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The strategic management and development of brands continues to grow in importance for most businesses and the 1990s have seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This book explores the area.

Produktfakta

Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 1999 Forfatter Robert W. Boad, Tom Blackett
Forlag
PALGRAVE MACMILLAN
ISBN 9780333760895
Antall sider 160 Dimensjoner 15,9cm x 24cm x 1,5cm
Vekt 401 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing