Creativity in Brand Building and Co-Branding

Branding has emerged as a top priority of management in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. Branding has become one of the most important aspects of business strategy. Yet it is also one of the most misunderstood. Branding is sometimes considered to be merely an advertising function and many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management. Choice modelling implications of the branding concept, the challenges of incorporating main and interaction effects of branding as well as co-branding strategies have been discussed.