Brand partnerships are permeating every aspect of brand-building whether it be media strategy, content creation, sustainability efforts, shopper marketing or product/business model innovation. The opportunities for, and value of, partnerships are greatly enhanced by digital media.
Definition
Brand partnerships are two or more brands collaborating for mutual benefit. Partners can be other brands, retailers, not-for-profits, entertainment properties, media properties, events or even stars. For the purposes of this briefing 'brand partnerships', in some respects, overlap with old-fashioned 'sponsorship' of a media property.
Key insights
- Entertainment partnerships are taking a more central role in the marketing mix
Sport and entertainment’s...