____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other's brand equity
a. Ingredient branding
b. Cooperative branding
c. Complimentary branding
d. Family branding
ANSWER: b
Cooperative branding occurs when two brands receiving equal treatment (in the context of an advertisement) borrow from each other's brand equity. Co-branding entails placing two or more brand names on a product or its package.
Business
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