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Co-branding partners: What do they see in each other?
Resource type
Authors/contributors
- Prince, M. (Author)
- Davies, M. (Author)
Title
Co-branding partners: What do they see in each other?
Abstract
The decision about whether to co-brand is based on two conditions: the opportunities for creating a competitive advantage, and the operational benefits that will result. When these conditions are favorable, a firm must pick the right co-branding partner, using such criteria as (a) compatibility between brands, (b) market volatility, (c) investment requirements and arrangements, and (d) the prospective partner's commitment to the agreement. The firm and its chosen partner then enter the phase of courtship and potential conflict, which involves planning, negotiation, and conflict avoidance and management. Finally, they must create an exit strategy, in case the co-branding arrangement fails to live up to its promise.
Publication
Business Horizons
Publisher
Elsevier Ltd
Date
2002
Volume
45
Issue
5
Pages
51-55
Journal Abbr
Bus. Horiz.
Citation Key
princeCobrandingPartnersWhat2002
ISSN
00076813 (ISSN)
Archive
Scopus
Language
English
Extra
22 citations (Crossref) [2023-10-31]
Citation
Prince, M., & Davies, M. (2002). Co-branding partners: What do they see in each other? Business Horizons, 45(5), 51–55. Scopus. https://doi.org/10.1016/S0007-6813(02)00243-4
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