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Marketing: Difference between revisions
→Creative Corporate and Marketing Communication - Session 4 - Branding: + w:Co-creation
(→Creative Corporate and Marketing Communication - Session 4 - Branding: + brand identity vs. brand image + w:Co-branding + w:Brand alliances) |
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:** '''[[w:Brand alliances#Brand licenses|Brand licenses]]''' are a contractual agreement where a company lets another organisation use its brand on other products in exchange for a licensing fee. ( Wikipedia ) | :** '''[[w:Brand alliances#Brand licenses|Brand licenses]]''' are a contractual agreement where a company lets another organisation use its brand on other products in exchange for a licensing fee. ( Wikipedia ) | ||
:** '''[[w:Brand alliances#Cross marketing|Cross marketing]]''' is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base. ( Wikipedia ) | :** '''[[w:Brand alliances#Cross marketing|Cross marketing]]''' is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base. ( Wikipedia ) | ||
* '''[[w:Co-creation|Co-creation]]''' is a management initiative, or form of [[w:economic strategy|economic strategy]], that brings different parties together (for instance, a company and a group of customers), in order to jointly produce a mutually valued outcome.<ref>Prahalad, C.K.; Ramaswamy, V. (2004) "Co-Creation Experiences: The Next Practice in Value Creation". ''[[w:Journal of Interactive Marketing]]''. Volume 18, Number 3.</ref> | |||
== Successful Event == | == Successful Event == | ||