IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-0-230-59967-3_3.html
   My bibliography  Save this book chapter

The Risks and Pitfalls of Co-Branding

In: Co-Branding

Author

Listed:
  • Bob Boad

Abstract

Co-branding may not be all plain sailing and you should not approach it with unrealistic expectations of high rewards for little investment or effort. There are 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 investigated their background and their values to minimize the risk of unexpected problems. It may be wise to ensure that the co-branding agreement provides for the possibility of termination in the event that the partner brand or the co-branded product suffers a serious reputation problem, to minimize the possibility of knock-on damage to your own brand. In this chapter we examine some of these risks and pitfalls.

Suggested Citation

  • Bob Boad, 1999. "The Risks and Pitfalls of Co-Branding," Palgrave Macmillan Books, in: Tom Blackett & Bob Boad (ed.), Co-Branding, chapter 3, pages 38-46, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59967-3_3
    DOI: 10.1057/9780230599673_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-0-230-59967-3_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.