Wells Fargo ( WFC - news - people ) that rely more on relationship marketing and co-branding.

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Co-partnering and co-branding are often tools to solidify a global position.

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The lockout put a lot of pressure on the league to meet calendar targets in its marketing and co-branding with sponsors like PepsiCo, MillerMolsonCoors and Scotiabank.

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This could be resolved by carefully co-branding, verifying that the partner institution was following specific guidelines and offering branded content, but not awarding degrees from the elite partner.

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Call it co-branding or double teaming.

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One critic of such re-branding exercises is Wally Olins, co-founder of Wolff Olins, a branding consultancy.

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The move brought together 1, 204 stores, but both Thomas Cook and Co-operative Travel retained their separate branding.

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Davidson, a serial entrepreneur (he co-founded the non-profit company Cool People Care in 2006 and the Nashville-based Proof Branding Solutions in 2010), has a long-standing arrangement with stress.

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Richard Halstead, co-founder of Wine Intelligence, a consultancy on wine branding, says that China is a huge growth market for producers and there is a scramble for quality European brands.

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