Co-branding: the science of alliance / editors: Tom Blackett ; Bob Boad

What is co-branding? / Tom Blackett and Nick Russell : The importance of brands : "Rare and precious assets" : How brands appeal : The rise of co-branding : Co-branding - the interbrand definition : The duration factor in different types of co-operation : The shared value creation factor in co.operation : Definitions for other types of co-operation : The "essence" of co-branding : What about the customer? : Some preliminary conclusions -- Co-branding opportunities and benefits / Bob Boad : Royalty income : Sales boost : New markets : Additional consumer benefits : Investment minimized : Avoids barriers to entry : Risk reduction : Quicker returns : Price premium : Communicates high product quality : Customer reassurance : Access to "leading-edge" technology : market priming : Reinforcement of advertising messages : Brand exposure : Consumer interest : Adding distinctiveness to diluted product get-ups : Special promotions : Trade customer relations : Enhancing of brand value : Assimilation of ositive values from partner brand : Communication opportunities : Retailer collaboration : In conclusion -- The risks and pitfalls of co-branding / Bob Boad : Financial greed : Incompatible corporate persinalities : Over-extended franchise : Partner brand repositioning : Change in financial status of partner : Failure to meet targets : Takeovers and mergers : Changes in market attitudes : Creation of a single "hybrid" brand : Loss of esclusivity for brand features : Increased risk of "lookalikes" : Degeneration of a trademark into a generic term : Brand separation : Disciplined trademark use is vital : Sibling brand incompatibility : Anti-trust and other legal problems -- Co-branding a retailer's opportunity / Mark Linell : History : Choosing a partner : Criteria fot "the deal" : Cross benefits and costs : Workables structures : Does size matter? -- Ingredient branding / Marc Smit : Defining ingredient branding : Categorizing ingredient branding : Famous ingredient brands : Case studies : Parameters -- Legal aspects of co-branding and trademark licensing / Bob Boad : The co-branding agreement : Title to intellectual property rights : Trademark clearance : Trademark registration : Parallel imports : Trademark licensing : Trademark royalties : Taxation : Competition law aspects : Product liability : Developoment o new, jointly owned intellectual property : Proper use and acknowledgement of trademarks -- Creating economic value creation through co-branding / Jan Lindemann : Defining the co-branding structure : Creating economic value : Using brand valuation to assess the value creation of co-branding : Choosing the appropriate valuation method : Inerbrand's approach to the economic use method : Applying interbrands valuation approach to a co-branded business : Attributing brand earnings to the co-operating brands : Benefits and risks : Applying brand valuation to managing co-branding structures -- The future of co-branding / Tom Blackett, Bob Boad, Paul Vowper and Shailendra Kumar : Mergers and acquisitions : Co-branding strategy : Future thoughts

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.