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Co-Branding as a Tool for Strategic Brand Activation
Englisch
144 b
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Co-branding, generally referred to as the§pairing of two brands in a marketing context, plays§an important role when it comes to brand building§and activation.§§Natalia Dorozala and Antonia Kohlbrenner show the§importance of partner selection in the context of§co-branding and explain that partner selection§depends decisively on the different co-branding aims§and incorporates the crucial step when using§co-branding as a tool for strategic brand activation.§Also, they demonstrate that the co-branding aim and§the corresponding partner lead to various types of§relationships, which in this work, are§anthropomorphized to connect the world of marketing§and branding to real life. Finally, the authors§illustrate that fashion and design brands have proven§to be particularly§eligible as co-branding partners for brand activation§due to their innovative and trend-oriented nature.§This is shown by case studies conducted about H&M,§adidas, Philips, Sharp, BMW and Volkswagen including§interviews with company representatives.
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