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7 results on '"co-branding"'

1. How and when is a sponsor's image beneficial to the sponsoree? The importance of a perfect match.

Author

Richelieu, André and Lopez, Sibylle

Subjects
SOCCER associations, SPORTS sponsorship, BUSINESS partnerships, SOCCER teams, MARKETING
Abstract

The Canadian Soccer Association, known as Soccer Canada, faces a major obstacle in leveraging its sponsorship partnerships. Indeed, its image among fans, at best, is neutral. Since its inception in 1912, the Association has not had much to cheer about performance-wise, and the near future does not necessarily look very promising. Yet Soccer Canada needs to find a way both to build a unique identity and to leverage partnerships that will go beyond dressing the national teams in red shirts and soccer boots. Hence, this paper takes stock of the current sponsorship situation at Soccer Canada from a marketing standpoint, as well as how and when the Association could benefit from its collaboration with established sponsors. [ABSTRACT FROM AUTHOR]

Published
2008

2. Risk-reducing strategies like co-branding and licensing catch on.

Subjects
NEW product development, CO-branding, MARKETING strategy, PRODUCT management
Abstract

The article reports on the increase in the number of new product launches that use marketing strategies like co-branded ingredients or licensed brands in a single product, according to the database of Productscan Online in the U.S. and Canada. The strategies include the co-branding of ingredients and licensed brands in a single product. Kraft is just one of the largest packaged food firms that is investing on the strategies.

Published
2005

3. Winnipeg Candy Maker Signs Co-Branding AgreementWith Good Humour-Breyers.

Author

Love, Myron

Subjects
CO-branding, ICE cream industry
Abstract

Reports on the co-branding agreement signed by Krave's Candy with Good Humour-Breyers in Canada. Comment from Larry Finnson of Krave's, on the agreement; Addition of Clodhoppers candy in the ice cream production of Good Humour-Breyers.

Published
2004

4. There's a reason they sell us electoral Big Macs.

Author

Potter, Andrew

Subjects
*POLITICAL campaigns, *CO-branding, *BRAND name products, *POLITICAL parties
Abstract

The author offers opinions on political campaigns and political parties. Campaigning is seen as a marketing exercise, and a variety of souvenirs sold during the 2008 U.S. and Canadian elections are cited to make that point. Parties themselves are seen as brand name products used to simplify complex political choices. This simplification is said to make political campaigns unsatisfactory discussions of public issues.

Published
2008

5. Mega, Phoenix offering joint protection plan.

Author

Knell, Michael J.

Subjects
JOINT ventures, CO-branding, PRODUCT management, HOME furnishings industry
Abstract

The article reports on a joint venture agreement between Mega Group Inc. (MG) and Phoenix AMD International. MG is the largest home furnishings buying and marketing organization in Canada. Both firms collaborate to co-brand a furniture protection and extended warranty program. MG president and chief executive officer Michael Graydon acknowledges the benefits of the joint program.

Published
2006

6. The Swinging Cobranders.

Subjects
CO-branding, CREDIT cards
Abstract

Focuses on the cobranded partnership between American Express Co. (AmEX) and American Airlines Inc. in Canada. Objectives of American Airlines for choosing AmEx as its partner; Announcement of plans to issue a cobranded American Airlines card called Business ExtraAA; Target revenue of AmEx for its Business ExtraAA card.

Published
2003

7. Cobranding Key to Amex's Canadian Plans.

Author

Kuykendall, Lavonne

Subjects
CREDIT cards, CO-branding
Abstract

Reports on the cobranding strategy employed by Amex Canada Inc. as part of its plan to increase its market share in the expanding Canadian market. Appointment of Beth Horowitz as regional president and general manager in July 2002; Partnership with Canadian Imperial Bank of Commerce for the issuance of cobranded Amex credit cards; Percentage of Amex's credit card market share in Canada; Other cobranding partnerships of Amex Canada.

Published
2002

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