- Co-branding is when two or more brands collaborate on a shared venture. Each brand is generally looking to leverage the other brand's audience and reputation, therefore increasing their exposure, their reach, their sales, and their market share, and potentially allowing them to use a premium price. The key here is that they need to share a similar audience.

Now, there are a few different types of co-branding. Component co-branding is when two existing products are joined to create a new product, such as Taco Bell and Doritos. Joint venture co-branding is when an entirely new product is created by two brands. Kanye West teaming up with Adidas to create the Yeezy is a great example.

Sponsorship co-branding is when two brands promote an event. Red Bull and GoPro are a prime example. And then you have tandem co-branding, when brands with complementary products promote the use of their products together. Stay tuned for the next videos, where we'll discuss exactly why all those examples did so well.