IMPORTANCE OF Co-Branding Co-Branding is the strategy that strives to capture the synergism of combining two well-known Brands into a third, unique Branded product Co-Branding is a form of cooperation between two Brands with significant consumer recognition that results in the creation and introduction of a new product on which both Brands are visible. Although Co-Branding results in the creation and introduction of a new product through collaboration, the current literature on coBranding focuses on either the creation  or the introduction of the product. Co-Branding is a marketing arrangement to utilize multiple Brand names on a single product or service. Basically, it involves combining two or more well-known Brands into a single product. The constituent Brands can assist each other in achieving their objectives. Used properly, Co-Branding has the potential to achieve “best of all worlds” synergy that capitalizes on the unique strengths of each contributing Brand. Successful exampl