What is Co-Branding?

Tom Blackett and Nick Russell

Chapter 1 in Co-Branding, 1999, pp 1-21 from Palgrave Macmillan

Abstract: Abstract Over the last twenty years we have witnessed extraordinary growth in world trade. Much of this has been driven by developments in central and eastern Europe, Asia and the Latin American countries, where rapidly increasing prosperity has created huge markets for consumer goods and services which Western companies have been quick to exploit. In the more mature markets too there has been steady growth accompanied by technological developments, which a few years ago would have been quite inconceivable. These factors, underpinned by a period of unprecedented geopolitical stability, have helped to create a climate of commercial opportunity that is unmatched in the history of the world.

Keywords: Credit Card; Joint Venture; Brand Image; Store Brand; Petrol Station (search for similar items in EconPapers)
Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59967-3_1

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DOI: 10.1057/9780230599673_1

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