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Development of Co-branding Project Positioning Concept


Ivan Podolyak
(about the author)

Podolyak Ivan Dmitrievich – Senior Lecturer, Chair of Management, Siberian Institute of Business and Information Technologies

Published in:
Creative Economy
– № 10 / October, 2012



Keywords: co-branding, co-branding projects, marketing tools, positioning, strategies of positioning


Citation:
Ivan Podolyak (2012). Development of Co-branding Project Positioning Concept. Creative Economy, 6(10), 136-139. — url: http://bgscience.ru/com/lib/935


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Abstract:

Co-branding projects become more popular in conditions of competition improvement and difficulties of companies entry to new markets. They allow partner-companies to develop business and to cover new niches. However positioning of such joint projects has particularities that are under author’s consideration.








References:
1. Gracheva V. Strategiya brendinga – zamyslovataya igra // Generalnyy direktor, 2006, № 11.
2. Blackett T., Boad B. Co-branding: The Science of Alliance. L.: Macmillan Press, 1999.
3. Lindstrom M. Brand sense = Chuvstvo brenda. Vozdeystvie na pyaty organov chuvstv dlya sozdaniya vydayuschikhsya brendov/ Per. s angl. – M.: Eksmo, 2006.
4. Ged T. 4D brending: vzlamyvaya korporativnyy kod setevoy ekonomiki [Tekst]. – SPb.: Stokgolmskaya shkola ekonomiki v Sankt-Peterburge, 2001.
5. Kapferer Zh.-N. Brend navsegda: sozdanie, razvitie, podderzhka tsennosti brenda [Tekst]. – M.: Vershina, 2007.
6. Kapustina L.M., Khmelkova N.V. Kobrending v sisteme marketingovyh alyansov kompaniy [Tekst] – Ekaterinburg: Izdatelstvo UGEU, 2010.

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