co-branding
Sign in to saveCo-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service.
~9 min read
Encyclopedic overview
16 sectionsContents
- Digital co-branding
- Types of co-branding
- Product-based co-branding
- Parallel co-branding
- Ingredient co-branding
- Advantages of product-based co-branding
- Disadvantages of product-based co-branding
- Communications-based co-branding
- Advantages of communication-based co-branding
- Disadvantages of communication-based co-branding
- Intent
- Forms of co-branding
- Relationship between brand equity, brand association, and co-branding
- See also
- Further reading
- References
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service.
Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer. The typical co-branding agreement involves two or more companies acting in cooperation to associate any of various logos, color schemes, or brand identifiers to a specific product that is contractually designated for this purpose. The objective for this is to combine the strength of two brands, to increase the premium consumers are willing to pay, make the product or service more resistant to copying by private label manufacturers, or to combine the different perceived properties associated with these brands with a single product.
Excerpted from Wikipedia’s “co-branding” article, available under the CC BY-SA 4.0 licence.