...T Kippenberger Declares co‐branding (the bringing together of two or more independent brand names in support of a new product, service or venture) is seen as a legitimate development of branding. States co‐branding can bring enormous competitive advantages to the partners involved. Stresses co...

...B Gould Outlines thinking from a number of writers on brand loyalty, when to adopt a relationships marketing approach, and some early indications on the use of relationship approaches. Argues the level of competition is many service and manufacturing markets stops companies from using their core...