Co-branding
Co-branding is a collaboration in which two or more brands take a visible part in a joint offering or experience
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It allows capabilities, associations and audiences to be combined. To design it, the role of each brand, the division of responsibilities and the conditions for using their identities should be agreed. Affinity between audiences and propositions matters more than combined awareness.
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