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| Tekijä: | Prince, M. Davies, M. |
| Otsikko: | Co-branding partners: What do they see in each other? |
| Lehti: | Business Horizons
2002 : SEP/OCT, VOL. 45:5, p. 51-55 |
| Asiasana: | Marketing Brands Alliances Strategic planning USA |
| Kieli: | eng |
| Tiivistelmä: | The decision about whether to co-brand is based on two conditions: the opportunities for creating a competitive advantage, and the operational benefits that will result. When these conditions are favourable, a firm must pick the right co-branding partner, using such criteria as a. compatibility btw. brands, b. market volatility, c. investment requirements and arrangements, and d. the prospective partner's commitment to the agreement. The firm and its chosen partner then enter the phase of courtship and potential conflict involving planning, negotiation, conflict avoidance and management. Finally, they must create an exit strategy if the co-branding arrangement fails. |
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