Co-branding refers to the utilization of multiple brand names to name a single product. Co-branding can also be referred to as the display of multiple brands on a single website. Co-branding enables the companies to combine their marketing strategies to achieve the competitive advantage in their respective markets. Example of co-branding is Citibank co-branded with MTV to launch co-branded debit card.
There are two types of co-branding, namely, ingredient co-branding and composite co-branding. Ingredient co-branding refers to the use of a renowned brand as an ingredient in the production of another renowned brand. For example Dell co branded with Intel processors where Intel processors are element of the Dell laptops. Composite co-branding refers to the use of two brand names so that the brands can offer distinct products which could not be offered individually.
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