LIBROS DEL AUTOR: antonia kohlbrenner

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  • Co-Branding as a Tool for Strategic Brand Activation
    Antonia Kohlbrenner / Natalia Dorozala
    Co-branding, generally referred to as the pairing of two brands in a marketing context, plays an important role when it comes to brand building and activation. Natalia Dorozala and Antonia Kohlbrenner show the importance of partner selection in the context of co-branding and explain that partner selection depends decisively on the different co-branding aims and incorporates the...
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