Titlebook: Co-Branding; The Science of Allia Tom Blackett (Deputy chairman of Interbrand Group Book 1999 Palgrave Macmillan, a division of Macmillan

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Palgrave Macmillan, a division of Macmillan Publishers Limited 1999

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https://doi.org/10.1007/978-3-642-48166-6Asia and the Latin American countries, where rapidly increasing prosperity has created huge markets for consumer goods and services which Western companies have been quick to exploit. In the more mature markets too there has been steady growth accompanied by technological developments, which a few y

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Anwendungen und Anwendbarkeit des Modells,y new income stream or to boost sales of existing products and for new brands it may bring immediate credibility in a normally sceptical marketplace. Co-branding may reduce the need for costly investment in targeting new markets or be a means of overcoming non-financial barriers to entry, of gaining

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Anwendungen und Anwendbarkeit des Modells,considerable risks to your brand’s reputation if you choose the wrong partner brand or if your partner brand suffers a setback in the marketplace or receives bad publicity for some reason. As with selecting a partner in any other business context, it pays to make sure that you have thoroughly invest

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Verteilung einer Zufallsvariablenthis reason rarely a fruitful occupation. It seems hardly appropriate, however, to conclude this book on co-branding without some attempt to forecast what the next few years may have in store. There is every indication that increasing prosperity — particularly in Asia and Latin America — will contin

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