Make a list of the potential pluses and minuses of the co-branding relationship between Caribou Coffee and Bruegger’s Bagels. Indicate whether you believe the potential pluses outweigh the potential minuses for this co-branding relationship. Explain your answer.
Answer to relevant QuestionsTo what degree do you believe brand management is more difficult in a co-branding setting? Contrast cost-based pricing and value-based pricing. What is the purpose of having an organized sales process? How should a firm go about constructing a product attribute map? What is meant by creating “buzz” for a company? Provide an example of a firm that has created effective buzz for its product or service.
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