We’ve all heard of branding so what is co-branding? It’s just as it sounds really. It’s a marketing strategy in which two (or more) parties work together in order to increase visibility and profits while reducing costs. It has mutual benefits to both parties and typically between two brands that have interests that align. There is one difference here that makes it co-branding and not co-marketing and that is that the partnership is created in order to promote a new product or service. Co-marketing is a partnership between two parties where they promote existing services/products or a one off. So, why use co-branding? The benefits include those listed above as well as increasing customer base, perceived value, loyalty and creation of higher quality products/services. There are some distinct co-branding strategies.