Co-Branding is a strategic business development tool that helps brands to drive future growth as well as capture customers' hearts and minds. In this episode, Dr. Ceyda Paydas Turan explains why more and more brands enter brand alliances and how they benefit from it. She also talks about her latest research in Co-Branding in the service industry and why it makes a difference if a mozzarella cheese is branded or not.
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