Brand Equity Implications of Joint Branding Programs

Ed Lebar, Phil Buehler, Kevin Lane Keller, Monika Sawicka, Zeynep Aksehirli and Keith Richey

A research study was conducted to explore how joint branding affects consumer perceptions. Employing Young & Rubicam's BrandAsset Valuator model and research tool, the study evaluated the joint branding potential of 10 target brands and 10 partner brands with 10 different partnership scenarios.

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 AksehirliTuck School of Business, Dartmouth...

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