What is Co-branding?

A definition of Co-branding

“Co-branding is a strategic alliance where two or more brands collaborate to create a joint product or marketing effort, leveraging each other’s brand equity to achieve mutual benefits.”

Co-branding in Business Glossary - What is a Co-branding?

Business Glossary > What is Co-branding?


Examples of Co-branding in a Sentence:

The co-branding effort between Nike and Apple led to the creation of the Nike+ iPod.

Co-branding with an established brand can enhance a company’s image and market reach.

By co-branding their credit cards, Visa and Costco provide mutual benefits to their customers.

Why is Co-branding Important in Business?

Co-branding matters because it allows businesses to tap into each other’s markets, share marketing costs, and enhance brand image. Effective co-branding can lead to greater market reach and improved consumer perception.

Know Your Niche Inside Out by Tomorrow: Learn everything you need to know about a niche from a report rushed to you in 24 hours, (or spend the next 3 weeks researching).

Associated Terms

Here are some associated business terms and synonyms for “Co-branding”:

  • Joint Branding
  • Brand Alliance
  • Collaborative Branding

Co-branding with Starbucks

Starbucks has successfully engaged in co-branding with companies like Spotify to offer music streaming services to its customers. This strategic partnership enhances both brands by merging customer experiences in innovative ways.

Final Notes on Co-branding

Companies considering co-branding should ensure brand compatibility and alignment in values to achieve successful outcomes. Strategic alliances can increase brand visibility and market share if carefully executed.


This has been a definition of Co-branding meaning.

Explore more from our Business Term Glossary for Entrepreneurs