Co-branding
A strategy in which two brands collaborate to offer a joint product or service, each benefiting from the other’s reputation and customer base. In franchising, it typically takes the form of a multi-brand concept within a single premises or a cross-offer partnership.
In practice
Co-branding in franchising is particularly developed in quick-service restaurants and retail services. It allows each franchisee to diversify revenue without additional premises investment. Success conditions are genuine complementarity between customer bases, operational compatibility, and a clear contractual governance framework covering the dominant brand and cross-royalties.