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By Deena Crawley and Steve McKee
Co-branding is being used increasingly by companies large and small to raise awareness and generate sales. At the most basic level businesses have used the approach to suggest enhancement of their current lines (Hershey’s Syrup added to Betty Crocker Brownies), and on a more sophisticated playing field they have combined technologies to create an entirely new product (the Sports Kit by Nike and Apple).
Included in this slide show are 20 examples of co-brands across several industries. Some of the partnerships are well known and have been in existence for more than a quarter-century, while others are still trying to gain traction in the marketplace.
(For a look at Steve McKee's take on celebrity endorsements, flip through our previous slide show.)