To what degree do you believe brand management is more difficult in a co-branding setting?
Answer to relevant QuestionsExamine the “You Be the VC 11.2” feature, which focuses on COOLEST, a revolutionary new type of cooler. Suggest some potential co-branding relationships for COOLEST. What is meant by the phrase “price-quality attribution”? How does an understanding of this phrase help an entrepreneur know how to price a product? Reread the Opening Profile. After doing this, make a list of all the things that you think that Megan Cox and Miguel Salinas have done right in building an effective marketing program for Wink Natural Cosmetics. What is the difference between Proactiv’s core product and its actual product? Describe its actual product and your assessment of whether the actual product provides an attractive mix of characteristics. If the case hadn’t been settled by GoldieBlox and the Beastie Boys and you had been asked to render a judgment in the case, would you have rendered a judgment in favor of GoldieBlox or the Beastie Boys?
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