Marketing Justin Timberlake & Kanye West

Take a look and listen to this great song "Stronger" and then consider the following:



There are four main objectives of marketing co-operations:

1 Building and/or strengthening [think Kanye's negative imagery from the VMAs] brand/image by implementing joint communication measures.

2. Accessing new markets/customers by directly addressing the co-operative partner’s customers or by using its distribution points. [Kanye gains new Justin listeners]

3. Increasing customer loyalty by addressing own customers with value added offerings from the partner. [Justin increases his own fans loyalty]

4. Reducing marketing costs by bundling marketing measures. [Kanye & Justin]

In some cases, co-operations are set up to address one of these objectives. In most cases, it is a combination of these.

Definition via Wikipedia