Design of Brand Alliances
BASF and third party brands appear together
The most important question when designing brand alliances is: Who is the publisher of the communication material? There are three possible answers:
A) Partner brands in BASF media
BASF is the publisher. The partner’s brand appears less prominently in our media.
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B) BASF in third parties' media
The partner is the publisher. The BASF brand appears in the partner’s media.
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C) Brands in jointly issued media
Both partners are the publishers. Both brands appear on equal terms in a neutral design environment.
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