Costco and American Express joined together to offer a Costco-American Express card that allows users to get rebates on their purchases at Costco while expanding the reach of American Express to Costco members.This is an example of _______.
A)Family branding
B)Store branding
C)Stand-alone branding
D)Co-branding
E)Licensing

Question

Quizplus · Accepted Answer

Successful co-branding relationships work best when both brands come together as equals that make sense in the marketplace. Costco and American Express joined together to offer a Costco-American Express card that allows users to get rebates on their purchases at Costco while expanding the reach of American Express to Costco members. Critical decisions in the process revolve around resource commitments, which company is spending what, and what other resources are asked of each company. In addition, it is important for each company in the relationship to understand the performance objectives and expected benefits of each partner.

Costco and American Express Joined Together to Offer a Costco-American