Co-Branding

Name: Co-Branding
Brand: Springer Nature
SKU: 9780333760895
Availability: InStock

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Product Details

Brand

Springer Nature

Manufacturer

N/A

Part Number

GTIN

9780333760895

Condition

New

Product Description

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has 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 is the first book to explore this important area.

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