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Now that the two are complementary brands, the relationship is back.
Mr Marchionne sees Fiat and Opel as complementary brands that could share platforms and development costs.
It also benefits from using the same components to produce two complementary brands with very different customer appeal.
Paddy Power and Betfair say their merger will bring together two distinct but complementary brands that have both used eye-catching advertising to lure punters.
"Maidenform and Hanes are two companies that share rich histories, world-class and complementary brands, and promising futures," said Maurice S. Reznik, the chief executive of Maidenform.
Gerald Corbett, chairman of Betfair, added the deal makes "huge strategic sense by bringing together two industry leading and successful businesses and providing enlarged scale, capability and distinctive, complementary brands".
Similar(52)
A stronger Vital Juice brand would be a desired strategic partner or alliance candidate for businesses with the same target demographics and complementary brand attributes.
Walmart and Koger both note that the ModCloth team will continue to operate its site and store as a standalone and complementary brand to its other e-commerce sites.
Headquartered in Madison Heights, Michigan, the retailer has both a large online presence as well as 10 physical stores across Michigan and the midwest U.S. Walmart says it will allow Moosejaw to continue to operate its website and stores as a standalone and complementary brand going forward, much as it has with other recent acquisitions.
"This process has revealed the logic of grouping complementary magazine brands within single publishing units to take full advantage of editorial, digital and production resources that further strengthen our mastheads.
These complementary prepaid brands, each with a distinctive offer, style and appeal to different customer demographics, will continue to serve existing and prospective customers following the completion of the transaction".
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