Co-branding: The State of the Art

Bernd Helmig, Jan-Alexander Huber, Peter S.H. Leeflang

Research output: Contribution to journalArticlepeer-review


The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. In addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding.
Original languageEnglish
Pages (from-to)359-377
Number of pages19
JournalSchmalenbach Business Review
Issue numberOctober
Publication statusPublished - Oct 2008


  • co-branding
  • spill-over effects
  • success factors of co-brands


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