1. Creation
Co-Branding Consumer Products
Creation of additional customer affect and pull effect for the brand. Weighing of partnerships against own brand-stretching possibilities and market maturity
2. Evaluation
Evaluation of strategic partnerships by assessing needs of customers and brand associations of both brand partners.
3. Enhancement
Enhancement of equity for the brand via optimal steering of the timeframe and associations of brand partnerships
4. Creation
Creation of a framework for evaluating ongoing opportunities for brand partnerships
5. Understanding
Understanding of the effect and productivity of different brand partnerships and the consequences for brand equity
6. Exploitation
Exploitation of brand licensing opportunities without denigrating the brand. Evaluation of the productivity of brand partnerships and resulting new brand-stretching possibilities