There are various situations when companies go for co-branding. They are −
● When introducing one company’s product or services to the loyal consumers of another company. For example, the “Intel Inside” campaign. Within a year of the campaign, Intel started co-branding with around 300 computer manufacturer companies.
● When a company wants to leverage the effect of one established and affectionate brand for marketing another brand.
● When companies want to save costs on branding and other resources in this age of economic competition. For example, the businesses such as fast-food restaurants share the same place of working, counter, menu pamphlets, or sometimes the staff.
● When one brand is providing complementing products or services that other brand requires.