Géraldine Michel, Reine Willing

The Art of Successful Brand Collaborations (eBook, ePUB)

Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause...and More

• Format: ePub

Produktbeschreibung

Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. 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 and Pharrell Williams.

In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets.

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 successfully implement the process of brand collaborations.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 296
• Erscheinungstermin: 4. März 2020
• Englisch
• ISBN-13: 9781351014458
• Artikelnr.: 58759659

Autorenporträt

Géraldine Michel is Professor in Marketing at the Sorbonne Business School, University Paris 1 Panthéon-Sorbonne in France where she is Director of the Chair "Brands & Values" and Director of the research laboratory. She studies particularly the role of brands for consumers and employees based on social psychology and psychology. She is the author of four books on brand management and she has published in several academic journals. She lectures worldwide in countries such as France, China and Vietnam, and she has consulting engagements with companies on issues of brand development.

Reine Willing is the founder and CEO of 19-03, a global but niche consulting agency specializing in creating high quality partnerships between major brands and artists, celebrities, NGOs, good causes and foundations, alongside handling co-branding requests for limited editions, capsule collections and licensing deals. Based in Paris, she is highly involved in brand activism through partnerships and good cause marketing. An alumni of the Sorbonne University's Marketing Masters programme, she is currently also educating others about brand partnerships through lectures in various universities.

Inhaltsangabe

Acknowledgements
Introduction
Part 1- Complete view of Brand Collaborations
Chapter 1. Collaborations between brands
When brands create together co-branded products
When brands claim together a common message
When brands provide together cross-sales promotions
When brands organize together events
When a retailer confers exclusive distribution to a brand
When brands collaborate to target employees
Interviews: H&M
LVR
Servaire agency
Chapter 2. Brand collaborations with artists
When brands create products with artists
When brands organize events with artists
When brands and artists collaborate to target employees
Interviews: Louis XIII
Kenzo
Bel
Chapter 3. Brand collaborations with celebrities
When brands create products with celebrities
When brands use celebrities to promote their products
Interviews: Puma
Lidl
Chapter 4. Brand collaborations with cultural organizations
When brands create products with cultural organizations
When brands exhibit in museums
concerts
operas
When brands and cultural organizations provide cross-sales promotions
Interviews: MoMa
Chapter 5. Brand collaborations with sports organizations
When brands support sports activities
When brands become a name for sports teams
places
competitions...
When brands create products with sports organizations
Interview: Peugeot
Sport agent
Chapter 6. Brand collaborations with NGOs
When brands create products for the benefit of NGOs
When brands claim their support to NGOs
Interviews: Kiehl's
WWF
UNICEF
Chapter 7. Brand collaborations with territories
When brands look for territory of origin
When territories look for more attractivity
When brands conquer space
Interview: DS
Part 2- Keys and methods for successful brand collaborations
Chapter 8: Master the fundamentals' brand management tools
Brand identity and brand meaning
Brand central core
Brand legitimacy
Chapter 9 : Ensure traditional keys of brand collaboration success
Complementarity between brands partners
Consistency between the co-branded practice and the brands partners
Unexpected marriage
Added value for consumers
Enrich the brand
How to avoid brand collaborations failures
Chapter 10 : Play with new keys of brand collaboration success
From products to values
From win-win approach to sharing the same goal
From storytelling to story-doing
From consistency to space of freedom
From short-term to long-term
Chapter 11 : Concretize a brand collaboration
Project Framework
Strategic recommendations
screening & profiling
Contacts & Project Scope
From negotiation to contract drafting
From project follow up to the collaboration comes alive
Conclusion
Index