Co-branding

Co-branding (also dual branding or brand bundling) is when two or more well-known brands are combined into a joint product or marketed together in some fashion.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Co-branding (also dual branding or brand bundling). Two or more well-known brands are combined into a joint product or marketed together in some fashion.

According to the Marketing Communications by Fill (5th edition),

Co-branding. Occurs when two established brands work together, either on one product or service. The principle behind co-branding is that the combined power of the two brands generates increased consumer appeal and attraction.