Questions: 1. What are the key financial considerations in developing exclusive co-brands? How does the current economic environment benefit or hinder this strategy?
2. What effect does an exclusive co-brand have on customer perceptions of the retailer or designer? Does this perception change if the co-brand is discontinued?
3. Describe the basic difference between a private brand, co-brand, and national brand. What are the benefits of each, and how do they affect one another?
4. How is Jason's target market more or less attractive than other markets JCPenney serves?
5. What do you think Jason should do concerning his decision? Defend your answer.