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The number of co-branding activities has increased significantly in recent years and they can be very successful. However, two thirds of all brand cooperation’s do not live up to expectations which can influence participating brands negatively.

Managers should know when and how they can use brand names, when they have to protect brand equity and how to take the right decisions. The Brand Cooperation $ales Effect Test is able to answer all relevant questions reliably.

The great success of McDonald's McFischstäbchen (McFish Fingers in the UK, Fish Sticks in the US) has been reliably predicted in Germany in 2007. McDonald's and Iglo, Birds Eye’s sister company in Europe, are both strong brands, well-liked by kids and fit well to each other. Two original captain Iglo Fish Fingers in a unique fish shaped bun, fresh salad and ketchup were well received by kids and their parents. Mothers and fathers see fish as part of a more nutritious diet. The TV commercial with a well-known German actor Kai Pflaume performed well. A huge volume of McFischstäbchen was sold in a short time as forecasted.

Methods used: Advertising and Brand Cooperation $ales Effect Test