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Brand Blending: The Prosperous Art of the Retail Coalition

Brand collaborations have long been a successful method of boosting individual status, not to mention revenue, but a new form of retail coalition, which matches brand image, values and products — rather than simply asking one party to act for another — is forming the basis of stronger alliances. We investigate recent mergers that have successfully blurred brand divisions, elevating both parties without any loss of original identity.

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