Why would someone want to "Co-Brand" their product and what are the potential problems?
-Co-branding: the practice of using the established brand names of two different companies on the same product
-Someone may want to co-brand because combined brands create broader consumer appeal and greater brand equity; complementary strengths of two brands; allows company to expand its existing brand into a new category with more ease
-Potential problems include relationships involve complex legal contracts and licenses; must carefully coordinate advertising, sales promotion, and other marketing efforts; requires each party to trust the other to take good care of its brand
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Principles of Marketing
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