Co-branding refers to several different
marketing arrangements:
Co-branding, also called brand partnership, is when two companies form an
alliance to work together, creating marketing synergy. As described in
Co-Branding: The Science of Alliance:
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 object for this is to combine the strength of two brands, in order 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.