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Managing Co-Branding Strategies: Global Brands into Local Markets
Co-branding is an important strategy for the transition of brands. For multinational companies with global brands, it raises the chances of success in local markets. For local firms with strong brands, it secures their future through foreign investment and access to technology while maintaining consumer franchise and loyalty. In this review of co-branding and its relationship to consumer choice behavior, two case studies in the food industry lead to a set of guidelines for managers who want to use a co-branding strategy in brand transitions.