Strategic Alliance Management, 3rd Edition

12 CO-BRANDING ALLIANCES

DOI: 10.4324/9781003222187-12

Co-branding, co-partnering or dual branding are all terms to refer to the act of presenting two established brand names, owned by different companies, simultaneously to customers. Such tactics have made inroads into nearly every industry, from automotive and high-tech internet firms to banking and fast food providers. Co-branding alliances constitute a weapon for firms as they attempt to transfer the positive associations of their partners’ products or brands to the newly formed co-brand, or composite brand, create synergy between existing brands, or even build up (or change) an existing brand. This avenue draws in new customers, increases brand awareness, supports customer loyalty, offers ...