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Author Blackett, Tom.

Title Co-branding : the science of alliance / editors Tom Blackett, Bob Boad
Published Houndmills, Basingstoke : Macmillan Business, 1999


Location Call no. Vol. Availability
 MELB  658.827 Bla/Cbt  AVAILABLE
Description xviii, 142 pages, 8 unnumbered pages of plates : illustrations (some color) ; 24 cm
Contents 1. What is Co-Branding? / Tom Blackett and Nick Russell -- 2. Co-Branding Opportunities and Benefits / Bob Boad -- 3. The Risks and Pitfalls of Co-Branding / Bob Boad -- 4. Co-Branding - a Retailer's Opportunity / Mark Linnell -- 5. Ingredient Branding / Marc Smit -- 6. Legal Aspects of Co-Branding and Trademark Licensing / Bob Boad -- 7. Creating Economic Value Creation Through Co-Branding / Jan Lindemann -- 8. The Future of Co-Branding / Tom Blackett, Bob Boad and Paul Cowper / [et al.]
Notes Includes index
Bibliography Includes bibliographical references and index
Credits At foot of t.p.: Interbrand
Subject Branding (Marketing)
Business names -- Marketing.
Branding (Marketing) -- Management.
Brand name products.
Strategic alliances (Business)
Brand choice.
Strategic planning.
Author Blackett, Tom.
Boad, Bob.
Interbrand (Firm)
LC no. 99044845
ISBN 031222897X cloth
Other Titles Science of alliance