Co-Branding

Marketers often combine their products with products from other firms in various ways. Co-Branding is when two or more well-known brands combine into a joint product.

For co-branding to become successful, two brands must have adequate brand equity on their own, as customers react more favorably to co-branding when two established brands, unique and complementary but not overly similar, come together for a joint product.

Co-Branding can take several forms:

  • Same-company co-branding: A company with more than one product promoting their own brands together simultaneously.
  • Joint-venture co-branding: Two known companies producing a new product.
  • Multiple-sponsor co-branding: Multiple brands forming a strategic alliance in technology, promotions, etc.
  • Retail co-branding: Two retail establishments using the same location to optimize space and profits.


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