Definition: Co-Branding

When one brand tries to link itself intrinsically in the minds of the user with another, often by placing its logo on another site. Common examples of this would be coverage of a specific event on one site being labelled as “brought to you in association with” another site.


7 Things To Know About Co-Branding

  1. Brand Partnerships involve 2 or more brands working together. By sharing their brand names, they are also sharing their fans/audiences which can result in a huge boost in reach and brand value for everyone.
  2. For websites, working with another brand on a section of your site can be very lucrative, provided thata) the content is great
    b) the brand has values similar to yours
  3. Make sure the brands you partner with have similar values to yours. There is no point in getting their audience to like you more if your own audience hates you for it.
  4. Co-Branding *isn’t* the same as co-marketing. Co-Branding means a collaboration between brands to make/do something new. Co-Marketing simply means working together to promote something.
  5. Milk & Cookies
    Peanut Butter & Jelly
    Socks & SandalsSome things just go together. Some things don’t.
  6. Sometimes a brand partnership has a senior partner and a junior partner. For example, think about ice cubes in a drink. You want the drink, but the ice cubes make it better.
  7. Brand Partnerships shouldn’t be entered into lightly. If you partner with a brand with a scandalous past, then people will (rightly) question why you think that their behaviour is ok.


Other names for Co-Branding (synonyms)

Brand Partnership



Co-Branding Definition

Glossary Index