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Marketing - Co-Branding

 

 
2 + 2 = 5? A framework for using co-branding to leverage a brand In this paper, co-branding is defined and differentiated from other types of branding alliance. The literature on co-branding is reviewed and a framework proposed to help managers identify co-branding opportunities to enhance the success of their products. The advantages and shortcomings of each of the proposed strategies are also discussed. pdf-file 2005

 

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Status: 05. Januar 2010