Co-Branding

Edited by Tom Blackett and Bob Boad

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 1999
ISBN: 978-0-230-59967-3
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Chapters in this book:

Ch 1 What is Co-Branding?

Tom Blackett and Nick Russell

Ch 2 Co-Branding Opportunities and Benefits

Bob Boad

Ch 3 The Risks and Pitfalls of Co-Branding

Bob Boad

Ch 4 Co-Branding — a Retailer’s Opportunity

Mark Linnell

Ch 5 Ingredient Branding

Marc Smit

Ch 6 Legal Aspects of Co-Branding and Trademark Licensing

Bob Boad

Ch 7 Creating Economic Value Through Co-Branding

Jan Lindemann

Ch 8 The Future of Co-Branding

Tom Blackett, Bob Boad, Paul Cowper and Shailendra Kumar

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-0-230-59967-3

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DOI: 10.1057/9780230599673

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