Strategic alliances Created by engaging companies and brands in co-branding is gaining popularity across different industry. Disney's alliances with Mattel, McDonald's and Burger King are prime examples of such co-branding ventures.
Co-branding is the strategy of presenting two or more independent brands jointly on the same product or services. (Erevelles et al., 2007)
In co-branding-also called dual branding or brand bundling- two or more well known brands are combined into a joint product or marketed together in some fashion. (Kotler & keller, 2009)
