Co‐branding in advertising: developing effective associations
Randi Priluck Grossman
(Assistant Professor in the Seton Hall University, New York, USA)
14578
Abstract
Explains how marketers have begun to pair their new brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their products. Recommends strategies for co‐branding based on classical conditioning, a method for developing associations, and provides examples of firms that have found success when using these techniques.
Keywords
Citation
Priluck Grossman, R. (1997), "Co‐branding in advertising: developing effective associations", Journal of Product & Brand Management, Vol. 6 No. 3, pp. 191-201. https://doi.org/10.1108/10610429710175709
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited