Arts marketing Essay Example | Topics and Well Written Essays - 2000 words

Arts marketing - Essay Example lectronic manufacturers among others employ this strategy with studies indicating that it is an efficient approach towards increasing the loyalty of customers. In co-branding, one commodity is associated with a different brand name or in some cases links a commodity with a different person who is not the main creator. A typical agreement to co-brand entails two or more companies deciding to cooperate in order to associate various logos, their color schemes or the aspects that identify their brands to a particular product that contracted purposefully for the purpose of the agreement (Blackett and Boad, 1999, p. 18). The main reason for this is to bring together the strongpoints of the two brands so that the premium customers can increase and be more willing to part with their money, to ensure the product remains resistant to any form of copying from other manufacturers or to bring together the various properties associated with the brands into one product. Over the years, co-branding has taken place in various industries and markets including the feature package associated with Harley Davidson on Ford Trucks as well as Nike pairing with Mic hael Jordan to come up with a special product line that included the Air Jordans which became famous all over the world (Hatch and Schultz, 2008, p. 110). Nike made shoes for running that had the ability to provide the user with instantaneous information concerning the time, distance and speed as well as well as the number of calories they were burning as they ran (Turban and Volonino, 2008, p. 228). In order to achieve this, Apple provided tiny iPods along with a new wireless system referred to as Nike + iPod, which will receive data from a sensor built into the insole of the innovative shoes. This creative development catapulted the concept of â€Å"Smart Shoes† that was developed by Adidas, Nikes rival, that developed a product with a chip device able to adjust the foot cushioning in order to match the needs of the person