Co-branding is an important strategy to move brands. For multinational companies with global brands, that increases the chances of success in local markets. For local companies with strong brands, it provides the future of foreign investment and access to technology, while maintaining consumer franchise and loyalty. In this review, co-branding and its connection with the behavior of the consumers choice, two case studies led by the food industry for a set of guidelines for managers who want to make use of co-branding strategies, brand conversions. "Hide
by Russell Abratt, Patience Motlana Source: Business Horizons 8 pages. Publication Date: September 15, 2002. Prod. #: BH080-PDF-ENG
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