Co-branding is a marketing practice in which two or more established brand names belonging to different companies are used to represent the same product or service. This strategic alliance aims to combine the strengths of the two brands to achieve mutual benefits.
Co-branding allows companies to reach new market segments, increase the perceived value of the product (by pooling expertise), and reduce the cost of introducing a new product. Successful co-branding requires a strong fit in the value, target audience, and positioning of the participating brands.
