Creating Economic Value Through Co-Branding

Jan Lindemann

Chapter 7 in Co-Branding, 1999, pp 97-112 from Palgrave Macmillan

Abstract: Abstract The ultimate purpose of the co-operation of two or more brands is the creation of economic value. Although all types of co-branding situations described in Chapter 1 have been established to create economic benefits for all participants, the financial measurement and valuation of these benefits is a very complex matter. To make the principles and applications of the valuation of co-branding structures more transparent, this chapter will for the most part focus on the visible co-operation of two independently owned brands in the sale of a new product or service with its own identifiable earnings stream.

Keywords: Discount Rate; Brand Equity; Earning Forecast; Brand Strength; Brand Owner (search for similar items in EconPapers)
Date: 1999
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DOI: 10.1057/9780230599673_7

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