OPINION21 February 2020

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1 Comment

9 years ago

I agree, in order to work together, the fit between two brands has to be high. Of course, that does not mean that they have to be alike - they can also complement each other. The crucial factor is the customer's understanding: there has to be some kind of link between the two in order for the customer to understand and evaluate positively. And if that link is not clearly visible, the (advertising) message has to explain the link. I'm writing a blog on the topic of co-branding, especially ingredient branding. You're invited to have a look: http://www.strategic-ingredient-branding.com/

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