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What is Co-Branding

Handbook of Research on the Impact of Culture and Society on the Entertainment Industry
It is a form of cooperation between two brands to create a unique product, to promote both brands or to create a singular extension of each brand.
Published in Chapter:
Entertainment Media: Times of Branded Content
Paula Cordeiro (University of Lisbon, Portugal), António Mendes (University of Lisbon, Portugal & IADE – Creative University, Portugal), José Mascarenhas (University of Lisbon, Portugal), and Sofia Lameira (University of Lisbon, Portugal)
DOI: 10.4018/978-1-4666-6190-5.ch025
This chapter examines the hybridization of entertainment in media through the emergence of new advertising formats in radio, new forms of revenue and sponsoring for television shows, and the hybridization of press content, with monthly magazines portraying more promotional than editorial content. It is focused on media as entertainment industry to study marketing strategies developed by brands towards an approach to entertainment as part of branding strategies, focusing as well on innovative advertising formats. Thinking about these might affect the consumer perception of media and brands. This chapter relates media studies with technology and marketing studies rooted in the idea that lifestyle media may transform practices and routines with media as well as audiences' media relations.
Full Text Chapter Download: US $37.50 Add to Cart
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Towards an Innovative Ecotourism Business Model Framework
Marketing strategy that involves strategic alliance of multiple brand names jointly used on single product or service.
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When Luxury Vinous-Concept Hotel Meets Premium Wine Brands: An Exploratory Study on Co-Branding
A strategy that creates associations between two or more brands of strategic partners, namely in the form of brand partnerships or brand collaborations.
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