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This paper explores the use of co-branding in franchising as a strategy to stimulate and rejuvenate growth in a mature franchising sector. It is proposed that development trends, such as multiple unit franchising, mobile franchising and co-branding, occur because of the sector's need to find new means of expansion beyond the standard model of franchising. The specific phenomenon of co-branding is examined in the form of a case study. The McDonald's/McCafe co-branded arrangement, which evolved in Australia, is analysed to determine the incentives and inhibitions associated with this successful co-branding initiative. A theoretical model of franchise co-branding has been formulated representing a complex structure of motivational and inhibiting facets that are intrinsically linked and appear to work synergistically to achieve a far more complex co-branded arrangement.Journal of Brand Management (2007) 14, 442–457. doi:10.1057/palgrave.bm.2550088; published online 11 May 2007 [ABSTRACT FROM AUTHOR]

The imputed links between media coverage of sport events and induced demand for host cities and destinations are discussed. Because it is so difficult to prove a causal link between media coverage and new demand, attention to improving media management of events is warranted. In this research case studies of media management for sport events in Gold Coast, Australia, were employed to assess stakeholder collaboration {and media management methods. Practical implications are derived, and concepts are advanced for improved media management. In particular, the need for, and methods of, coordinated co- branding of events and destinations are examined. Research needs and priorities are identified, with specific reference to a hypothetical consumer decision-making model. [ABSTRACT FROM AUTHOR]