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Most, if not all, people have an affinity for certain brands over others, and this inclination toward a given brand usually involves shared characteristics or values. They identify with it on a deeper level. And that serves as the basis for affinity distribution, where one brand partners with another brand and leverages its “brand affinity, trust and credibility” to deliver products or services to a larger consumer base or a specific consumer group.
The partnership is most often between two organizations. One with products and services to offer and another with members or customers such as a trade
