This book is a guide to understanding the complex process of co-branding and explains the key factors of success to build this specific form of a partnership. It offer tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies.
This book is a guide to understanding the complex process of co-branding and explains the key factors of success to build this specific form of a partnership. It offer tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies.
Géraldine Michel is Professor in Marketing at the Sorbonne Business School, University Paris 1 Panthéon-Sorbonne in France where she is Director of the Chair "Brands & Values" and Director of the research laboratory. She studies particularly the role of brands for consumers and employees based on social psychology and psychology. She is the author of four books on brand management and she has published in several academic journals. She lectures worldwide in countries such as France, China and Vietnam, and she has consulting engagements with companies on issues of brand development. Reine Willing is the founder and CEO of 19-03, a global but niche consulting agency specializing in creating high quality partnerships between major brands and artists, celebrities, NGOs, good causes and foundations, alongside handling co-branding requests for limited editions, capsule collections and licensing deals. Based in Paris, she is highly involved in brand activism through partnerships and good cause marketing. An alumni of the Sorbonne University's Marketing Masters programme, she is currently also educating others about brand partnerships through lectures in various universities.
Inhaltsangabe
Acknowledgements Introduction Part 1- Complete view of Brand Collaborations Chapter 1. Collaborations between brands When brands create together co-branded products When brands claim together a common message When brands provide together cross-sales promotions When brands organize together events When a retailer confers exclusive distribution to a brand When brands collaborate to target employees Interviews: H&M LVR Servaire agency Chapter 2. Brand collaborations with artists When brands create products with artists When brands organize events with artists When brands and artists collaborate to target employees Interviews: Louis XIII Kenzo Bel Chapter 3. Brand collaborations with celebrities When brands create products with celebrities When brands use celebrities to promote their products Interviews: Puma Lidl Chapter 4. Brand collaborations with cultural organizations When brands create products with cultural organizations When brands exhibit in museums concerts operas When brands and cultural organizations provide cross-sales promotions Interviews: MoMa Chapter 5. Brand collaborations with sports organizations When brands support sports activities When brands become a name for sports teams places competitions... When brands create products with sports organizations Interview: Peugeot Sport agent Chapter 6. Brand collaborations with NGOs When brands create products for the benefit of NGOs When brands claim their support to NGOs Interviews: Kiehl's WWF UNICEF Chapter 7. Brand collaborations with territories When brands look for territory of origin When territories look for more attractivity When brands conquer space Interview: DS Part 2- Keys and methods for successful brand collaborations Chapter 8: Master the fundamentals' brand management tools Brand identity and brand meaning Brand central core Brand legitimacy Chapter 9 : Ensure traditional keys of brand collaboration success Complementarity between brands partners Consistency between the co-branded practice and the brands partners Unexpected marriage Added value for consumers Enrich the brand How to avoid brand collaborations failures Chapter 10 : Play with new keys of brand collaboration success From products to values From win-win approach to sharing the same goal From storytelling to story-doing From consistency to space of freedom From short-term to long-term Chapter 11 : Concretize a brand collaboration Project Framework Strategic recommendations screening & profiling Contacts & Project Scope From negotiation to contract drafting From project follow up to the collaboration comes alive Conclusion Index
Acknowledgements Introduction Part 1- Complete view of Brand Collaborations Chapter 1. Collaborations between brands When brands create together co-branded products When brands claim together a common message When brands provide together cross-sales promotions When brands organize together events When a retailer confers exclusive distribution to a brand When brands collaborate to target employees Interviews: H&M LVR Servaire agency Chapter 2. Brand collaborations with artists When brands create products with artists When brands organize events with artists When brands and artists collaborate to target employees Interviews: Louis XIII Kenzo Bel Chapter 3. Brand collaborations with celebrities When brands create products with celebrities When brands use celebrities to promote their products Interviews: Puma Lidl Chapter 4. Brand collaborations with cultural organizations When brands create products with cultural organizations When brands exhibit in museums concerts operas When brands and cultural organizations provide cross-sales promotions Interviews: MoMa Chapter 5. Brand collaborations with sports organizations When brands support sports activities When brands become a name for sports teams places competitions... When brands create products with sports organizations Interview: Peugeot Sport agent Chapter 6. Brand collaborations with NGOs When brands create products for the benefit of NGOs When brands claim their support to NGOs Interviews: Kiehl's WWF UNICEF Chapter 7. Brand collaborations with territories When brands look for territory of origin When territories look for more attractivity When brands conquer space Interview: DS Part 2- Keys and methods for successful brand collaborations Chapter 8: Master the fundamentals' brand management tools Brand identity and brand meaning Brand central core Brand legitimacy Chapter 9 : Ensure traditional keys of brand collaboration success Complementarity between brands partners Consistency between the co-branded practice and the brands partners Unexpected marriage Added value for consumers Enrich the brand How to avoid brand collaborations failures Chapter 10 : Play with new keys of brand collaboration success From products to values From win-win approach to sharing the same goal From storytelling to story-doing From consistency to space of freedom From short-term to long-term Chapter 11 : Concretize a brand collaboration Project Framework Strategic recommendations screening & profiling Contacts & Project Scope From negotiation to contract drafting From project follow up to the collaboration comes alive Conclusion Index
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