The Art of Successful Brand Collaborations: Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause…and More, 1st Edition (Paperback) book cover

The Art of Successful Brand Collaborations

Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause…and More, 1st Edition

By Géraldine Michel, Reine Willing

Routledge

288 pages | 117 B/W Illus.

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Description

Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the complex process of brand collaborations and explains the key factors of success to build this specific form of a partnership between businesses. 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, Pharrell Williams.

In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing tool. This includes improvement of the brand image, development of the brand on new markets, attracting new customers within different target groups and obtainment of new market shares.

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 implement the process of successful brand collaboration.

Table of Contents

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

About the Authors

Géraldine Michel is a Professor in brand management at Sorbonne University, France and Director of the Chair Brands & Values at Sorbonne Graduate Business School. She is particularly interested in the role of brands for consumers and employees in terms of social psychology. Publishing articles in international academic journals, she lectures worldwide in countries such as China and Vietnam.

Reine Willing is the founder and CEO of 19-03, a global consulting agency specialized in creating high quality partnerships between major brands and artists, celebrities, NGOs, and foundations, alongside handling co-branding requests for limited editions and licensing. Based in Paris, she is highly involved in brand activism and good cause marketing. An alumni of Sorbonne University’s Marketing Masters program, she is currently educating others about brand partnership and marketing through lectures in various universities. This is her first book!

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS043060
BUSINESS & ECONOMICS / Marketing / Research