The Art of Successful Brand Collaborations

Name: The Art of Successful Brand Collaborations
Brand: Taylor & Francis
SKU: 9781138499607
Price: 306.0 NZD
Availability: InStock

Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause…and More

By Géraldine Michel and Reine Willing

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Summary

The Art of Successful Brand Collaborations explores the strategic process behind effective brand partnerships. Authors Géraldine Michel and Reine Willing examine key success factors for building collaborations between diverse partners, offering examples from renowned brands and celebrities including Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. The book highlights the marketing benefits such as enhancing brand image, attracting new customer segments and entering new markets, enriched with interviews and expert insights.
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Format: Hardback

$306⁰⁰

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The Art of Successful Brand Collaborations

$306⁰⁰

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This book is ideal for brand managers, marketing professionals, business students and academics seeking a practical and insightful guide to understanding and implementing successful brand collaborations.

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.

Description

Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams.

In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets.

Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.

Book Details

INFORMATION

ISBN: 9781138499607

Publisher: Taylor & Francis Ltd

Format: Hardback

Date Published: 10 March 2020

Country: United Kingdom

Imprint: Routledge

Illustration: 15 Tables, black and white; 15 Line drawings, color; 7 Line drawings, black and white; 80 Halftones, color; 117 Illustrations, black and white

Audience: Tertiary education, Professional and scholarly

DIMENSIONS

Width: 156.0mm

Height: 234.0mm

Weight: 540g

Pages: 286

Collections

Business & Entrepreneurship Géraldine Michel Marketing & Sales Non-Fiction Reine Willing

About the Author

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.