Best in brief: Capitalising on collaboration

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.

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...