Co-branding (dual)

The practice of using the established brand names of two different companies on the same product. This practice is quite common on the Internet. For example, Sports Illustrated now cobrands with CNN as CNNSI. Co-branding offers many advantages. Because each brand dominates in a different category, the combined brands create broader consumer appeal and greater brand equity. Cobranding takes variety of forms. One such form is ingredient cobranding, as when Maruti advertises that it uses MRF tyres. Another form is same-company co-branding i.e., same company advertises its own two different brands. Third form is joint venture co-branding when two different companies come up jointly and share the advertising costs.