Brand Equity Implications of Joint Branding Programs
Ed Lebar Young and Rubicam Brands
Phil Buehler mcgarrybowen
Kevin Lane Keller Tuck School of Business, Dartmouth College
Monika Sawicka Young and Rubicam Brands
Zeynep Aksehirli Tuck School of Business, Dartmouth College
Keith Richey Vivaldi Partners
INTRODUCTION
Firms looking to grow may consider partnering with other firms that can offer some type of otherwise missing advantage or benefit. Joint brandingoccurs when two brands enter an agreement to market some product or service in tandem. A joint branding alliance may take the form of a jointly...