Janiszewski, Chris; Kwee, Lien; Meyvis, Tom - 2011
Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an … ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the … host brand package. For new-to-the-market or little known ingredient brands, joint branding is an opportunity for increased …
