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.]
