Co-Branding

Co-branding is the practice of using the established brand names of two different companies on the same product. (Definition found in Kotler's book)

An example of co-branding is Betty Crocker’s brownie mix with Hershey Chocolate. This is a prime example because both brands are joining together, by adding their respective company ingredients, to make one product. (Using Betty Crocker’s brownie mix with Hershey Chocolate) The Betty Crocker brand is a part of the General Mills Company while Hershey is its own company.

Betty Crocker’s Brownie Mix with Hershey Chocolate website link:
http://www.bettycrocker.com/products/brownies-and-dessert-bars/Betty-Crocker-Brownies-Products.htm

Kenichi Sato, Section G