Co-Branding: Theoretical Aspects and Performance Evaluation

Aleksandra P. Schelkanova –Student, Applied Informatics Department, Liberal Arts University – University for Humanities (Ekaterinburg)., Natal’ya V. Khmelkova –Doctor of Economics, Associate Professor, Head of Economics and Informatization Chair, Liberal Arts University – University for Humanities (Ekaterinburg).
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.
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