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Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have lever

Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have lever

Diploma Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Europe

Due the development of cooperation between companies and the desire to increase the proposed added value, co-branding is becoming an important concept in market

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners t