Co-Branding: Theoretical Aspects and Performance Evaluation

Aleksandra P. Schelkanova, Natal’ya V. Khmelkova
Year: 2015
DOI:
UDK: 339.18
Pages: 32-38
Language: russian
Section: The optimization of Russia's Economy Management: finance, economic, mathematical and computer models
Keywords: co-branding, brand, synergistic effect.
Abstract
The authors consider the essence of co-branding and its impact on partner brands and consumer behavior. Based on the real cases the co-branding alliance «Google» and «Nestlé» the evaluation of effectiveness is made.
License: