The Risks and Pitfalls of Co-Branding

Bob Boad

Chapter 3 in Co-Branding, 1999, pp 38-46 from Palgrave Macmillan

Abstract: Abstract Co-branding may not be all plain sailing and you should not approach it with unrealistic expectations of high rewards for little investment or effort. There are considerable risks to your brand’s reputation if you choose the wrong partner brand or if your partner brand suffers a setback in the marketplace or receives bad publicity for some reason. As with selecting a partner in any other business context, it pays to make sure that you have thoroughly investigated their background and their values to minimize the risk of unexpected problems. It may be wise to ensure that the co-branding agreement provides for the possibility of termination in the event that the partner brand or the co-branded product suffers a serious reputation problem, to minimize the possibility of knock-on damage to your own brand. In this chapter we examine some of these risks and pitfalls.

Keywords: Brand Equity; Market Sector; Railway Wagon; Brand Extension; Merge Bank (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_3

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DOI: 10.1057/9780230599673_3

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