Co-branding

Co-branding in International Trade

Meaning of Co-branding, according to the Dictionary of International Trade (Global Negotiator): A form of cooperation between two or more brands with significant customer recognition, in which all the participants' brand names are retained. The products are often complimentary, in the way that one product can be used or consumed jointly with the other. The motive for co-branding is the expectation of synergies that create value for participants, above the value they would expect to generate on their own.