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The Art of Successful Brand Collaborations: Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause...and More

Geraldine Michel Reine Willing



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11 March 2020
Sales & marketing
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.
By:   Geraldine Michel, Reine Willing
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 234mm,  Width: 156mm, 
Weight:   544g
ISBN:   9781138499614
ISBN 10:   1138499617
Pages:   286
Publication Date:   11 March 2020
Audience:   College/higher education ,  Further / Higher Education
Format:   Paperback
Publisher's Status:   Active

Geraldine Michel is Professor in Marketing at the Sorbonne Business School, University Paris 1 Pantheon-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.

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