Find an example of a company that utilizes ‘co-branding’ as part of their marketing strategy
1. For the company using the other brand, explain the purpose/objective, and benefits derived. Why did they choose the co-brand?
2. Assess the ‘fit’ for both parties; how are both parties benefiting from the relationship?
3. Discuss Keller’s model (how is the consumer’s mind/heart changed) – brand awareness? performance associations? imagery (personality, user/usage imagery? judgments? Feelings? Resonance?
Just a one-page summary based on these 3 questions. Include at least one reference.