Co-branding odpowiedzią na zmieniające się otoczenie
Co-branding – the response to the changing environment

Summary/Abstract: Development of cooperation between organizations is caused by changes in environment, limited access to strategic resources and increasing importance of brand and other intangible assets. As a result in recent years, co-branding has become a rapidly growing strategy in relations between companies. In the paper, the possibilities of the application of co-branding strategy in a changing environment are analysed as well as the benefits of the implementation of this brand strategy

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