Barter was the way in which ancient civilizations began to trade, carried out transactions through animals, cocoa, gold, etc. Co-Branding (all English sounds much more modern and important) is born from that same philosophy, I give you, you give me and both WINS (returning to the English terminology, the famous win win).Applied to the business world, is exploit synergies between two or more companies, that do not compete with each other and that provide value between them. This term was popularized and intensified in the 1990s, still today widely used, although adapted to the new formats offered by technology. One of the actions of more usual Co-branding is the launch of a joint product. Let us imagine that our brand of energy drink Marketing strategy is to achieve the repositioning towards a drink which, without forgetting the essence of the product, to be transmitted as a healthy brand. To achieve this, we could reach an agreement with a brand (not necessarily of drinks) that transmit those values and that is positioned in the minds of consumers as a healthy, beneficial for health brand and provides well-being. On the contrary, our partner, would be looking for ways to reach out to young people and give a touch of energy and dynamism to your product.

A well orchestrated such action, can be much more convincing face to our target audience than an expensive advertising campaign, where you try to convince that our brand is not only already energetic but also healthy, or vice versa (according to from the company from which see it).The financial outlay that often involves the project in common, usually for placing own ongoing campaign or released product. I.e. by general terms, partners do not perform payments among themselves, since it is the own brand image that offers, customers who have or the product that makes, that acts of animal, gold or cacao in each case. Held in 2006, the iconic VESPA motorcycles your 60th birthday. On that occasion, reached an agreement with ADIDAS to launch a joint clothing collection. Both brands have lately grown a vintage style, so that collaboration emerges naturally, leaving both reinforced as brand. Other successful activities of Co-Branding, this trialogue and by product, time was that of CASSIUS (with its category star g), Montana Colors (leader in manufacturing of spray cans) and ZETA (one of the artists better considered in the European panorama).

Such a relationship, arose a Montana limited edition, designed by ZETA motif g Tin. What you each of them won? CASIO could arrive at an urban public lover of graffiti, MONTANA could loyalty to that same audience by launching a product of Edition limited (valued in that group) and ZETA would widen the dissemination of their work. In addition all they managed numerous means to ask echo of the collaboration. Referring to the title which gives its name to this Article, Co-Branding is still more important to an economic situation as serious as that currently live. For this reason, finding a formula through strategic alliances with third parties, may be key to achieve goals that would be much more difficult to achieve independently.