Best in brief: Capitalising on collaboration

Patience Motlana and Russell Abratt

Discusses co-branding, also known as joint branding, brand alliance or co-marketing, the association (short or long-term) of two or more brands to form a separate and distinct new brand.

Brand extensions
South Africa

Best in Brief

Business Horizons: Capitalizing on Collaboration

Russell AbrattandPatience Motlana

Cobranding also known as joint branding, brand alliance or comarketing involves the association (short or longterm) of two or more brands to form a separate...

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