Title: The book gives an informative insight
Product review: This book is fascinating, but it does leave out past researchers Varadarajan (1987): Simonin and Ruth (1998) who have both written theories into co-branding. It only looked at co-branding from a business viewpoint and not a customer attitude viewpoint. The book linked branding and co-branding, with a wide definition of the co-branding process. As a marketer, researching the subject, I feel the book only scratched the surface of co-branding and the endless opportunitites were not defined. It provided a good backdrop of merits and risks of co-branding but did not state the most important challenges, to marketers.
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