co-branding

Two or more independent brands, often from different companies, joining forces to support a new product or service. Co-branding is becoming increasingly popular as a means of extracting every competitive advantage from a brand. Co-branding enables brands to increase their sphere of influence, to enhance their reputation by association, to deliver economies of scale, and to utilize new technologies more efficiently. It often occurs when the economics of a market do not justify the launch of a new brand or formal joint venture. All brands involved will retain their individual brand names and usually the brands will enjoy similar levels of recognition by the public.