A genuine co-branding campaign has each company that is involved consistently focused on achieving the following goals: · Respond to the marketplace’s expressed and latent needs. · Leverage one’s own ...

I am head of licensing at Sanrio, which owns the Hello Kitty brand. In my experience there are two issues to be considered before entering in a co-branding agreement: either the awareness of both ...

‘Co-branding’ or ‘cross-branding’ is a strategic alliance between two or more brands in which the brand names of all partners are used to promote a single product or service. The publicity buzz, ...