Description
Book SynopsisThis book is a guide to understanding the complex process of co-branding and explains the key factors of success to build this specific form of a partnership. It offer tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies.
Table of ContentsAcknowledgements, Introduction, Part 1- Complete view of Brand Collaborations, Chapter 1. Collaborations between brands, When brands create together co-branded products, When brands claim together a common message, When brands provide together cross-sales promotions, When brands organize together events, When a retailer confers exclusive distribution to a brand, When brands collaborate to target employees, Interviews: H&M, LVR, Servaire agency, Chapter 2. Brand collaborations with artists, When brands create products with artists, When brands organize events with artists, When brands and artists collaborate to target employees, Interviews: Louis XIII, Kenzo, Bel, Chapter 3. Brand collaborations with celebrities, When brands create products with celebrities, When brands use celebrities to promote their products, Interviews: Puma, Lidl, Chapter 4. Brand collaborations with cultural organizations, When brands create products with cultural organizations, When brands exhibit in museums, concerts, operas, When brands and cultural organizations provide cross-sales promotions, Interviews: MoMa, Chapter 5. Brand collaborations with sports organizations, When brands support sports activities, When brands become a name for sports teams, places, competitions…, When brands create products with sports organizations, Interview: Peugeot, Sport agent, Chapter 6. Brand collaborations with NGOs, When brands create products for the benefit of NGOs, When brands claim their support to NGOs, Interviews: Kiehl’s, WWF, UNICEF, Chapter 7. Brand collaborations with territories, When brands look for territory of origin, When territories look for more attractivity, When brands conquer space, Interview: DS, Part 2- Keys and methods for successful brand collaborations, Chapter 8: Master the fundamentals’ brand management tools, Brand identity and brand meaning, Brand central core, Brand legitimacy, Chapter 9 : Ensure traditional keys of brand collaboration success, Complementarity between brands partners, Consistency between the co-branded practice and the brands partners, Unexpected marriage, Added value for consumers, Enrich the brand, How to avoid brand collaborations failures, Chapter 10 : Play with new keys of brand collaboration success, From products to values, From win-win approach to sharing the same goal, From storytelling to story-doing, From consistency to space of freedom, From short-term to long-term, Chapter 11 : Concretize a brand collaboration, Project Framework, Strategic recommendations, screening & profiling, Contacts & Project Scope, From negotiation to contract drafting, From project follow up to the collaboration comes alive, Conclusion, Index
