Co-Branding: The Science of Alliance [Hardcover]

Tom Blackett (Author), Bob Boad (Author)

Book Description

Publication Date: January 1, 2000 | ISBN-10: 031222897X | ISBN-13: 978-0312228972

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Editorial Reviews

About the Author

Tom Blackett is Group Deputy Chairman of Interbrand Newell and Sorrell. Bob Boad is Senior Trade Marks Adviser at Group Trade Marks, BP Amoco Plc.

Product Details

• Hardcover: 162 pages
• Publisher: Palgrave Macmillan (January 1, 2000)
• Language: English
• ISBN-10: 031222897X
• ISBN-13: 978-0312228972
• Product Dimensions: 9.5 x 6.4 x 0.6 inches
• Shipping Weight: 14.1 ounces
• Average Customer Review: 3.8 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #2,732,835 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars The book gives an informative insight, April 3, 2001

By 

EM (UK) - See all my reviews

This review is from: Co-Branding: The Science of Alliance (Hardcover)

This book is fascinating, but it does leave out past researchers Varadarajan (1987): Simonin and Ruth (1998) who have both written theories into co-branding. It only looked at co-branding from a business viewpoint and not a customer attitude viewpoint. The book linked branding and co-branding, with a wide definition of the co-branding process. As a marketer, researching the subject, I feel the book only scratched the surface of co-branding and the endless opportunitites were not defined. It provided a good backdrop of merits and risks of co-branding but did not state the most important challenges, to marketers.

2 of 2 people found the following review helpful:

2.0 out of 5 stars Not much science in this book., July 10, 2001

By 

Camiel Verberne (Amsterdam Netherlands) - See all my reviews
(REAL NAME)   

This review is from: Co-Branding: The Science of Alliance (Hardcover)

The Science of Alliance; it's a great title for a great, undervalued branding topic. Co-branding can be a simple short-term dual promotion or a long-term strategy in which brands, organizations and other entities may be strongly involved (take Wintel f.e. if you know what I mean). There is some good scientific research on the subject around now, published since the mid nineties in the journals of the AMA. None of it in this book however (as noticed by EM). It's the usual business cases, risks and pitfalls, a retailers perspective... even a small article on legal issues. Obviously, this is neither a science nor an IDEA book! What would be really interesting for example is how a co-branding perspective could be integrated in the development of new products, or even better: how can co-branding lead to better (perceived!) products, services and organizations? From Interbrand you might expect an article on (co-branding) naming strategies. There are a lot of missed chances here, but what do you expect from the first 120 printed bookpages on co-branding? The high price makes it double expensive.

1 of 2 people found the following review helpful:

5.0 out of 5 stars The book gives an informative insight, April 3, 2001

By 

EM (UK) - See all my reviews

This review is from: Co-Branding: The Science of Alliance (Hardcover)

This book is fascinating, but it does leave out past researchers Varadarajan (1987): Simonin and Ruth (1998) who have both written theories into co-branding. It only looked at co-branding from a business viewpoint and not a customer attitude viewpoint. The book linked branding and co-branding, with a wide definition of the co-branding process. As a marketer, researching the subject, I feel the book only scratched the surface of co-branding and the endless opportunitites were not defined. It provided a good backdrop of merits and risks of co-branding but did not state the most important challenges, to marketers.