How could the implementation of marketing co-operations be improved? Which are the success factors of marketing co-operations? How can these factors be addressed best when establishing and managing a partnership? In her recent Bachelor thesis Nicole Preininger, student from the University of Applied Sciences Heilbronn, analyses the topic in order to develop a guideline as […]

1) How did mesh-box come about?
[Susanne Ewenstein]: As an agency specialising on marketing co-operations we received numerous enquiries with regards to the latest trends and best/worst practice examples. In order to meet this demand, we decided to establish mesh-box. But frankly speaking, the blog is also a great opportunity for us to show our expertise […]

Can co-branding strategies establish themselves as alternatives within brand management on the long-term? Which other cross-marketing-strategies besides co-branding are implemented? A Diploma thesis from the University of Applied Science in Dortmund answers these questions. The author Julia Kemper investigates in how far co-branding and other common cross-marketing strategies are important extensions to conventional brand strategies.
Title: […]

It is said that marketing co-operations are an efficient and effective instrument for marketers. However, so far there was no standardised procedure to measure how well marketing co-operations really pay off. Petra Branz, student of the University of Applied Science in Offenburg, critically analyzed the truth about this assertion and developed an adequate measuring technique […]

Dear mesh-box visitors and contributors, 
Another year went by so fast and the mesh-box team is about to go on Christmas holiday, but of course not without giving you a short sum up on what has happened in the field of marketing co-operations. Also, 2008 has been an important year for mesh-box and its team and […]

Are there special guidelines that companies have to follow for establishing a successful co-branding strategy? Are some types of co-operation strategies more fraught with risks than others? A Master’s Thesis from the University of Applied Science in Berlin was written about the relevance of guidelines for establishing brand alliances. Author Katharina Lang interviewed representatives […]

An interesting master thesis was written about Brand Alliances at the University of Brussels/Belgium. Brand Alliances is a beast with many heads: cross-marketing, brand endorsement, co-branding, joint promotion. The paper (in two parts) by Sam Desimpel from IntroNiche sums up the different aspects of brand alliances, the advantages & disadvantages, the pitfalls and how to […]

Is co-branding the central and topical focus of brand management in a time of growing product and brand diversity, stimulus satiation of consumers and loss of clarity of brand profiles? A diploma thesis from the MCI in Innsbruck/Austria
Daniela Wieser of the Management Center Innsbruck (MCI) in Innsbruck/Austria has written a diploma thesis about co-branding. You […]

An interesting master thesis was written about Co-branding at the University of Lund/Sweden. The study was published by VDM Verlag and is available on Amazon. You find a summary of the thesis below. For further information, contact the study’s authors Antonia Kohlbrenner antonia.kohlbrenner (AT) googlemail.com or Natalia Dorozala n.dorozala (AT) googlemail.com.
Title: “Co-Branding […]