Co-marketing can have huge repercussions for brands that ultimately impact shoppers. This time, Germany as a country has lost credibility globally as a trusted brand due to the emission scandal around VW.
Every time brands do a marketing program with a retailer and/or a promotional event, it is co-marketing. Brands have to be very careful on the parameters used to select to a good, profitable and safe partnership that also makes sense for the brand’s essence.
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