Luxury Brand Partnerships – Risk or Opportunity?

The Luxury Institute New York has completed a research on the appeal and impact of brand partnerships, which found that the highest risk for luxury brands partnering with another brand (luxury or mainstream) is the potential damage to the brand image and reputation. Despite that, nearly half of the affluent consumers consider long-term collaborations to Read more


Dr Pepper Goes Superhero

While waiting for Marvel’s latest achievement called “The Avengers”, their official sponsor, Dr Pepper has presented a new campaign announcing the movie with a special can design. This legendary comic book series, published in 1963, will make a comeback big style. In partnership with Marvel Studios, a new range of eight limited edition cans inspired Read more

Jean Paul Gaultier, Diet Coke's New Creative Director

Jean Paul Gaultier, Diet Coke’s New Creative Director

Collaborations between big brands and popular fashion designers is not something uncommon. A big brand always needs that extra push in order to refresh its image or to make the campaign more successful. Coca-Cola has made a big move by venturing into a partnership with the international fashion icon Jean Paul Gaultier, by appointing him Read more


Crocs Inc. Expands Through License Agreements

According to unofficial sources, Crocs, the famous shoe manufacturer, is about to announce it reached the 1 billion dollars revenue milestone, for the first time since the company’s establishment in 2002. They aren’t about to stop making money there, though. According to The Wall Street Journal, the company is about to expand its portfolio of Read more


Adidas & Porsche Design Group Extend Their Partnership

Adidas and Porsche Design Group announced that they will extended their collaboration by signing a new contract whereas both companies tend to redefine the sport and luxury brand, Porsche Design Sport. The contract will also feature an extended Adidas Originals seen through the eyes of the Porsche Design label. The Porsche Design Sport collection fuses Read more

Starbuck Autogrill Featured

Autogrill And Starbucks Extend Partnership To Europe

Autogrill and Starbucks will extend their partnership to develop new business in Europe. They initally started their co-operation in the United States in 1991, and now Autogrill will start operating Starbucks stores at its select points of sale in France this year. The first stores will be located in Paris, in high-speed railway stations, a channel of strategic Read more

Heineken And Facebook deal - Branding Magazine

Brand New Global Partnership: Heineken and Facebook

Heineken and Facebook announced a global partnership, which will see the two companies collaborate on digital campaigns for Heineken’s brands around the world. The new partnership further strengthens Heineken’s leadership position in the digital space.  The Heineken Facebook fan page is already the largest for any beer brand with over 4.6 million adult users. Two of Read more


Beamer And Toyota Together Aiming For EcoMobile?

Famous German car manufacturer BMW and best-selling Japanese vehicle in the United States, Toyota, have signed a contract that seems like a big deal in Automotive industry. Both companies have agreed to make a new generation of vehicles that are ecologically friendly and they would do that by constant cooperation in Germany and Japan. German Read more

Prada LG branding magazine

Brands Are More Successful Together: Prada & LG

The collaboration started in 2006. All this time they did a good business, and now both brands have decided to cement their partnership. Prada & LG have renewed their exclusive mobile phone partnership at a signing ceremony in Seoul, Korea. As a present for their collaboration, they decided to develop the Prada phone by LG Read more

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Tiffany & Co and Swatch have broken the partnership!

Tiffany & Co and Swatch formed a partnership in 2008, with idea to create new line of watches. That should last twenty years, but they managed only three. Deal was about Swatch development and producing with Tiffany’s marketing and promoting. That deal is certainly not longer valid and Swatch officially announced that, accusing Tiffany & Co Read more