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Creating Economic Value Through Co-Branding

In: Co-Branding

Author

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  • Jan Lindemann

Abstract

The ultimate purpose of the co-operation of two or more brands is the creation of economic value. Although all types of co-branding situations described in Chapter 1 have been established to create economic benefits for all participants, the financial measurement and valuation of these benefits is a very complex matter. To make the principles and applications of the valuation of co-branding structures more transparent, this chapter will for the most part focus on the visible co-operation of two independently owned brands in the sale of a new product or service with its own identifiable earnings stream.

Suggested Citation

  • Jan Lindemann, 1999. "Creating Economic Value Through Co-Branding," Palgrave Macmillan Books, in: Tom Blackett & Bob Boad (ed.), Co-Branding, chapter 7, pages 97-112, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59967-3_7
    DOI: 10.1057/9780230599673_7
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