LEADER 02628oam 22004692 450 001 9910821545603321 005 20231106060148.0 010 $a1-351-01445-5 010 $a1-351-01447-1 010 $a1-351-01446-3 024 7 $a10.4324/9781351014472 035 $a(CKB)4100000010563899 035 $a(MiAaPQ)EBC6128201 035 $a(OCoLC)1114280830 035 $a(OCoLC-P)1114280830 035 $a(FlBoTFG)9781351014472 035 $a(EXLCZ)994100000010563899 100 $a20190819d2020 uy 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe art of successful brand collaborations $epartnerships with artists, designers, museums, territories, sports, celebrities, science, good causes...and more /$fGe?raldine Michel and Reine Willing 210 1$aMilton Park, Abingdon, Oxon ;$aNew York, NY :$cRoutledge,$d2020. 210 4$aŠ2020 215 $a1 online resource (297 pages) 300 $aIncludes index. 311 $a1-138-49961-7 311 $a1-138-49960-9 330 $a"Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the complex process of brand collaborations and explains the key factors of success to build this specific form of a partnership between businesses. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham, Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing tool. This includes improvement of the brand image, development of the brand on new markets, attracting new customers within different target groups and obtainment of new market shares. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and implement the process of successful brand collaboration"--$cProvided by publisher. 606 $aStrategic alliances (Business)$xManagement 615 0$aStrategic alliances (Business)$xManagement. 676 $a658.046 700 $aMichel$b Ge?raldine$01695433 702 $aWilling$b Reine 801 0$bOCoLC-P 801 1$bOCoLC-P 906 $aBOOK 912 $a9910821545603321 996 $aThe art of successful brand collaborations$94074663 997 $aUNINA