Co-branding is the joint appearance of otherwise independent brands in a cooperative association.
Depending on the delimitation, any form of joint brand cooperation, such as B. in the form of promotions and advertising for individual product components and end products. On the other hand, such definition approaches are classified as so-called co-advertising within the framework of brand policy strategies.
A special form is the creation of a new additional brand identity for the marked cooperation while restricting the individual brand-related freedom of action. These are so-called megabrands.
Co-Branding stellt immer dann einen Brand transfer und damit eine Erweiterung eines klassischen Markentransfers dar, wenn ausgehend von dem bestehenden Produkt eine Übertragung des Markennamens auf ein neues Produkt erfolgt und dieses mit einer weiteren bzw. zweiten Markierung versehen ist.
In practice, 80% of the co-brands consist of two brands. The direction of cooperation can be divided into vertical, horizontal and lateral. Ingredient branding is one of the less common vertical supplier-buyer relationships, insofar as it is also co-branding. In the case of a horizontal relationship, the partners are on the same economic level, while in the case of a lateral relationship they have no recognizable market relationship to one another.
Around 2/3 of all co-branding cases take place between brands with the same brand strength.