Co-branding

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Co-branding is a marketing term used when a single product or service carries more than one brand name. The object for this is to combine the strength of two brands, in order to increase the premium consumers are willing to pay, make the product or service more resistant to copying by private label manufacturers, or to combine the different perceived properties associated with these brands with a single product.

A successful example of co-branding is the Senseo coffeemaker, which carries both the Philips and the Douwe Egberts brands. Another example is the BeerTender in-home draft system, sold by Krups and Heineken.