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What is Co-Branding?

In: Co-Branding

Author

Listed:
  • Tom Blackett
  • Nick Russell

Abstract

Over the last twenty years we have witnessed extraordinary growth in world trade. Much of this has been driven by developments in central and eastern Europe, Asia 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 years ago would have been quite inconceivable. These factors, underpinned by a period of unprecedented geopolitical stability, have helped to create a climate of commercial opportunity that is unmatched in the history of the world.

Suggested Citation

  • Tom Blackett & Nick Russell, 1999. "What is Co-Branding?," Palgrave Macmillan Books, in: Tom Blackett & Bob Boad (ed.), Co-Branding, chapter 1, pages 1-21, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59967-3_1
    DOI: 10.1057/9780230599673_1
    as

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    Citations

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    Cited by:

    1. Carolin Decker & Annika Baade, 2016. "Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 648-665, November.
    2. Simon R. Bush & Peter Oosterveer, 2015. "Vertically Differentiating Environmental Standards: The Case of the Marine Stewardship Council," Sustainability, MDPI, vol. 7(2), pages 1-23, February.

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