Friday, May 25, 2007

Time for Diversity

Co-branding is a well-known marketing technique. The first co-branding dated from 1960. Today, a surprising co-branding takes place in the UK. McDonald's puts Innocent-smoothies in its Happy Meals. Will both brands gain from this collaboration? Research suggests that positive associations between both brands will be exchanged, while negative aspects don’t affect the other partner. Seems like a good recipe for a successful marriage!

Read all about it in this week's column.

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