Marketing strategy of a business is referred to an overall game plan for reaching prospective consumers and turning them into customers of their product or services. Co- branding is a marketing strategy that utilizes multiple brand name on a good or service as part of strategic alliance. Co-branding is also known as brand- partnership. It encompasses numerous varied types of branding collaborations, typically involving branding of at least two companies. It can be an effective way to build business. It helps to boost awareness and allow businesses to break into new market. Both the partners can benefit out of it in enormous ways. When two brands come together, it establishes credibility because each company is able to highlight and reflect each other's assets and thus strengthen their position in a particular market. Different types of businesses, such as retailers, restaurants, carmakers, and electronics manufacturers, use co-branding to create synergies based on the unique strengths of each brand. The presentation gives better understanding on the topic.

Abhijith S

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