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Co-Branding is when a product consists of more than one company brand to establish their combined prominences in the product creation. An example may be a HP computer with Intel chips. Many companies with a reputation will combine their brand equities to bring in a more premium price.
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What occurs when established brands from different companies join forces in an effort to market the same product?
cobranding
How did GM get involved in credit card financing?
GM got involved in credit card financing in a cobranding arrangement with MasterCard, thus providing automobile and credit card financing to its customers. By 1994, GM had earned $9.4 billion from financing
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