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co-branding

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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.


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Bayer MaterialScience AG has announced a co-branding agreement with Videolar, a Latin American marketer of optical data storing media.
The co-branding of Koo Koo Roo gives us the opportunity for expansion in markets where we've never existed," said Cooper.
Co-branding is an increasingly popular option for both card issuers and merchants across Europe and the US.
 
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