Best in brief: Capitalising on collaboration

Patience Motlana and Russell Abratt

Discusses co-branding, also known as joint branding, brand alliance or co-marketing, the association (short or long-term) of two or more brands to form a separate and distinct new brand.

Best in Brief

Business Horizons: Capitalizing on Collaboration

Russell AbrattandPatience Motlana

Cobranding also known as joint branding, brand alliance or comarketing involves the association (short or longterm) of two or more brands to form a separate and distinct new brand that may be represented symbolically or physically via names, logos or any other proprietary assets of the cobrand.

It might be undertaken by corporate and mono brand names, such as Nestl and Kit Kat, between separate business units within the same company, like Kraft Lunchables using Oscar Mayer meats, or between independent companies, such as...

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