Co-Branding as a Tool for Strategic Brand Activation的封面
书籍主题:

Co-Branding as a Tool for Strategic Brand Activation

How to Find the Ideal Partner - An Explanatory Case Study in the Fashion and Design Sector

VDM Verlag Dr. Müller (2011-09-02 )

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ISBN-13:

978-3-639-07274-7

ISBN-10:
363907274X
EAN:
9783639072747
书籍语言:
英文
作品简介:
Co-branding, generally referred to as the pairing of two brands in a marketing context, plays an important role when it comes to brand building and activation. Natalia Dorozala and Antonia Kohlbrenner show the importance of partner selection in the context of co-branding and explain that partner selection depends decisively on the different co-branding aims and incorporates the crucial step when using co-branding as a tool for strategic brand activation. Also, they demonstrate that the co-branding aim and the corresponding partner lead to various types of relationships, which in this work, are anthropomorphized to connect the world of marketing and branding to real life. Finally, the authors illustrate that fashion and design brands have proven to be particularly eligible as co-branding partners for brand activation due to their innovative and trend-oriented nature. This is shown by case studies conducted about H&M, adidas, Philips, Sharp, BMW and Volkswagen including interviews with company representatives.
出版社 :
VDM Verlag Dr. Müller
网址:
http://www.vdm-verlag.de
由(作者):
Dorozala Natalia
页码 :
112
发表日期:
2011-09-02
现货:
备有现货
类别:
广告,市场营销
价格:
49.00 €
关键词:
Co-Branding, Brand Activation, Relationship Marketing, Brand Management

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