The art of successful brand collaborations : partnerships with artists, designers, museums, territories, sports, celebrities, science, good causes...and more / Géraldine Michel and Reine Willing.

Format:

Book

Author/Creator:

Michel, Géraldine, author.

Willing, Reine, author.

Language:

English

Subjects (All):

Strategic alliances (Business)--Management.

Strategic alliances (Business).

Physical Description:

1 online resource (297 pages)

Edition:

1st ed.

Place of Publication:

Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.

Summary:

"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"-- Provided by publisher.

Contents:

Cover

Half Title

Title Page

Copyright Page

Table of Contents

Acknowledgements

Introduction

Part I: A Complete View of Brand Collaboration

Chapter 1 Collaborations Between Consumer Goods Brands

1.1 When Consumer Goods Brands Create co-branded Products Together

1.2 When Consumer Goods Brands Claim a Common Message Together

1.3 When Consumer Goods Brands Provide Cross-Sales Promotions Together

1.4 When Consumer Goods Brands Organize Events Together

1.5 When a Retailer Confers Exclusive Distribution to a Brand

1.6 When Brands Collaborate to Target Employees

Interviews: H&amp

M, LVR, Servaire Agency

Chapter 2 Brand Collaborations with Artists

2.1 When Brands Create Products with Artists

2.2 When Brands Offer Experiences with Artists

2.3 When Brands and Artists Collaborate to Target Employees

Interviews: Louis XIII, Kenzo, Bel

Chapter 3 Brand Collaborations with Celebrites

3.1 When Brands Create Products with Celebrities

3.2 When Brands use Celebrities to Promote their Products

Interviews: Puma, Lidl

Chapter 4 Brand Collaborations with Cultural Oraganizations

4.1 When Brands Create Products with Cultural Organizations

4.2 When Brands Exhibit in Museums, Festivals, and Operas

4.3 When Brands and Cultural Organizations Provide Cross-Sales Promotions

Interview: MoMA

Chapter 5 Brand Collaborations with Sports Organizations

5.1 When Brands Support Sports Activities

5.2 When Brands Become a Name for Sports Teams, Places, Competitions

5.3 When Brands Create Products with an Athlete or Sports Organization

Interviews: Peugeot, WME (Sport Agent)

Chapter 6 Brand Collaborations with Good Causes

6.1 When Brands Create Products for the Benefit of NGOs

6.2 When Brands Express their Support for Good Causes

Interviews: Kiehl's, WWF, UNICEF.

Chapter 7 Brand Collaborations with Territories

7.1 When Brands Look for Territory of Origin

7.2 When Territories Look to Attract more People

7.3 When Brands Conquer Space

Interview: DS

Part II: Key Strategies and Methods for Successful Brand Collaborations

Chapter 8 Master the Fundamentals of Brand Management Tools

8.1 Brand Identity

8.2 Brand Image

8.3 Brand Iegitimacy

Chapter 9 Apply Traditional Keys for Successful Brand Collaborations

9.1 Complementarity Between Partners

9.2 Consistency between the co-branded operation and its partners

9.3 The Surprising Outcome

9.4 Added Value for Consumers

9.5 Enrich the Brand

9.6 How to Avoid Brand Collaboration failures

Chapter 10 Discover New Keys for Successful Brand Collaborations

10.1 From Products to Values

10.2 From a Win-Win Approach to Sharing the Same Goal

10.3 From Storytelling to Story-Doing

10.4 From Consistency to Freedom of Expression

10.5 From Short-Term to Long-Term

Chapter 11 The Methodology for Creationd a Brand Collaboration

11.1 Project Framework

11.2 Strategic Recommendation, Screening and Profiling

11.3 Contacts and Project Scope

11.4 Negotiation, Closing a Deal, and Contract Drafting

11.5 Project Follow up and the Creative Process

Conclusion

Photographic Credits

Index.

Notes:

Includes index.

Description based on print version record.

ISBN:

1-351-01445-5

1-351-01447-1

1-351-01446-3

9781351014472

OCLC:

1114280830