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| Author: | Abratt, R. Motlana, P. |
| Title: | Managing co-branding strategies: Global brands into local markets |
| Journal: | Business Horizons
2002 : SEP/OCT, VOL. 45:5, p. 43-50 |
| Index terms: | Marketing Alliances Market entry Strategy Food industry Case studies |
| Freeterms: | Brand equity Africa |
| Language: | eng |
| Abstract: | Co-branding is an important strategy for the transition of local brands. For multinational companies with local brands, co-branding raises the chances of success in local markets. This case study focuses on two cases in which co-branding was employed to introduce new international brands into the South African market. The choice of local companies was determined by the fact that both have huge brand equity with their current brands. The study was conducted by analyzing secondary data, specifically, primary research reports the companies had commissioned for their co-branding strategies. |
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