The management had performed a co-branding strategy of their own brand, Mr. SAFETY, with their represented brand, Fischer. The strategy was conducted to avoid unnecessary conflict and without sacrificing the company good partnership collaboration with the Germany principal, which could act as umbrella brand for several brand that currently distributed by the company.
Course Major: Strategic Marketing Management
Related Topics: Brand Strategic Management
Teaching Note Availability: Mr. SAFETY: The Co-branding Strategy of PT Bersama Bangun Persada [Teaching Note]