Partnering. In the majority of cases, brand diversification is achieved through partnerships like joint ventures or brand licensing arrangements. Similar as in M&A, Capstone Branding acts as consultant who brings two parties of a partnership together. The tools are similar: screening, long listing, short listing, sharing of information, business planning, and contract negotiation. The criteria are however much different from hit-and-done agreements: promising and trustworthy business perspective instead of highest bid price.

Capstone Branding has unrivalled experience in identifying and selecting the right companies for long-term brand partnerships and in guiding both sides to a balanced partnership agreement. Overall, Capstone Branding has initiated nearly 400 brand partnerships worldwide.