There are three possible coordination types between corporate and product brands:
- corporate brand domination,
- product brands domination, or
- cooperation of corporate and product brands.
The cooperative approach is defined by a combination of both corporate and product brands domination. It is suitable for image transfer processes and offers sales and corporate thinking orientation at the same time. This cooperation approach enables the best results if targeted communications are applied. And it is also more expensive compared to the simple brand domination, because of the need of detailed information and complex communications.
You can find examples of customer events for each degree of integration of corporate and product brands in the presentation.