Il valore del brand e la strategia di co-branding

"The Value of the Brand and Co-Branding Strategy" is a specialized book that focuses on the development of brand values through co-branding. It provides a comprehensive analysis of the various aspects that must be considered when associating two or more brands. The book highlights which specific characteristics of a brand can be emphasized through collaboration with another brand. Additionally, it details the different forms of co-branding that exist in the market, as well as the legal instruments used to implement these strategies. The aim of the work is to identify the essential features of a successful collaboration and to explain how brand partnerships can be effectively designed.