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Shiv Says Co-Branding Good

A story about the benefits of cobranding quotes BABA SHIV, an assistant marketing professor at the University of Iowa in Iowa City. Shiv said co-branding can be a win-win situation for businesses and consumers. In the example of Taco John's and Maggie Moo's, Shiv said the two restaurants don't directly compete for the same customers. Locating together provides a captive audience who may end up ordering the other brand's food. "It's not the first option marketers normally think about, but it certainly is gaining in popularity," he said. "It saves money, manpower and time."

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