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Journal of Brand Management

, Volume 11, Issue 1, pp 35–47 | Cite as

2+2=5? A framework for using co-branding to leverage a brand

  • Lance Leuthesser
  • Chiranjeev Kohli
  • Rajneesh Suri
Paper

Abstract

Co-branding involves combining two or more well-known brands into a single product. Used properly, it is an effective way to leverage strong brands. In this paper, co-branding is defined and differentiated from other types of branding alliance. The literature on co-branding is reviewed and a framework proposed to help managers identify co-branding opportunities to enhance the success of their products. The advantages and shortcomings of each of the proposed strategies are also discussed.

Keywords

brand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy 

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Copyright information

© Palgrave Macmillan 2003

Authors and Affiliations

  • Lance Leuthesser
    • 1
  • Chiranjeev Kohli
    • 1
  • Rajneesh Suri
  1. 1.Department of MarketingCollege of Business, California State University FullertonFullertonUSA

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