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Co-Branding — a Retailer’s Opportunity

In: Co-Branding

Author

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  • Mark Linnell

Abstract

Retailers are big business. Their brands are even bigger. They position carefully selected ranges of goods and services and develop interesting and exciting promotions to reap the rewards from loyal customers. If they get it right, these customers return to buy more, over and over again. New product development is expensive and only the largest companies have the funds to invest. By building bigger brands for themselves they have had to look at doing business with other brands from different and, in some cases, competitive categories to enhance the vitality and the dynamism of their offers. Staying on top is tough; increasing the lead is tougher, so why not get help from another leader?

Suggested Citation

  • Mark Linnell, 1999. "Co-Branding — a Retailer’s Opportunity," Palgrave Macmillan Books, in: Tom Blackett & Bob Boad (ed.), Co-Branding, chapter 4, pages 47-65, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59967-3_4
    DOI: 10.1057/9780230599673_4
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