Co-Branding

TOM BLACKETT is Group Deputy Chairman of Interbrand Newell and Sorrell. BOB BOAD is Senior Trade Marks Adviser, BP Amoco p.l.c.

• Introduction What is Co-Branding ? Co-Branding Opportunities and Benefits The Risks and Pitfalls of Co-Branding Co-Branding: A Retailer's Opportunity Ingredient Branding Legal Aspects of Co-Branding and Trade Mark Licensing The Economic Value Creation on Co-Branding The Future of Co-Branding Glossary of Terms

'Not only is it informative but it also makes you stop and think about how the world of branding is changing around us. As a marketer, the book makes you realise that we've only scratched the surface of co-branding and that there are endless opportunities awaiting...' - Valerie Edelson, Senior Marketing Manager, IBM 'This book gives a fascinating insight into the largely unchartered area of co-branding. Building brand equity is what marketing is all about and the task of linking brands presents a most formidable challenge. Co-Branding looks at how a great many famous world brands have set about building alliances and gaining commercial advantage through brand partnerships. It provides a very useful backdrop from which to consider the merits and threats of tackling this challenge.' - Derek Dear, General Manager Marketing Services, British Airways 'Co-Branding is a first, exploring the subject in a thorough, practical and business-like way. Brands thrive by keeping one step ahead of the pack. This book provides valuable, practical insights on how brands may unite to make the whole greater than the sum of the parts. It is a winner.' - John Noble, The British Brands Group 'Contains some very useful frameworks, particularly one at the end which helps managers identify co-branding paterns...much practical advice and a very useful glossary of terms...a very useful introduction and appetiser for executives wishing to get to know more about the topic and considering co-branding as a possible strategy.' - Journal of Marketing Management 'An invaluable guide - essential reading, not just for organisations considering this strategy for the first time, but also for those already working in this area.' - Strategy 'A fascinating insight into the largely unchartered area of co-branding...looks at how a great many famous world brands have set about building alliances and gaining commercial advantage through brand partnerships...a very useful backdrop from which to consider the merits and threats of tackling this challenge.' - Eurobusiness 'An excellent title on what is set to become a fundamental aspect of branding. Those looking for instruction, inspiration and/or enlightenment will not be disappointed.' - Marketing Business