Brand Union

Author: (English) Tom Blackwell Bob Bode Yu
Publisher:
Publishing Date: 2006-01-01
Features: For most companies, the importance of strategic brand management and development is continuously growing. Since the 1990s, more and more brand owners have begun to focus on brand alliances, as this is a way to increase the future value of their brand assets. When two brands with the same value orientation coordinate and cooperate, they can create tremendous synergy and be able to improve the return on investment and brand value for both sides. At the same time, the challenges brought by brand alliances are also significant. It is already difficult to develop the right strategy for a single brand, and undoubtedly, we will face even greater challenges if we combine two brands. Brand Alliances examines how many world-famous brands have established alliances and gained commercial benefits through brand partnerships, providing very useful background information for corporate brand directors and offering insights into unexplored areas of brand alliances. This book introduces the concept of "brand alliances" to domestic readers by citing numerous internationally renowned brand alliance examples, and is currently the only specialized book on brand alliances in the domestic book market.