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Adidas and All Blacks build winning partnership: The benefits of corporate co‐branding

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 January 2004

Abstract

According to the age‐old proverb, two heads are better than one. This is surely the case with a co‐branded partnership between two or more different corporations. And when the brands concerned are closely matched to begin with, the resulting co‐brand is likely to make an even greater impact.

Keywords

Citation

(2004), "Adidas and All Blacks build winning partnership: The benefits of corporate co‐branding", Strategic Direction, Vol. 20 No. 1, pp. 7-9. https://doi.org/10.1108/02580540410510456

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited