Brand alliances is a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

ing strategy used in a

business alliance A business alliance is an agreement between businesses, usually motivated by cost reduction and improved service for the customer. Alliances are often bounded by a single agreement with equitable risk and opportunity share for all parties involved ...

. Brand alliances are divided into three types.

Cobrands

Cobrands are the usage of two or more brands on one certain product. For example, Dell computers carry three brands on their packages and cases: Dell, Microsoft Windows, and Intel. A visible example of cobranding is combining two or more of their restaurants under one roof. In many places, it is not unusual to see a

Taco Bell Taco Bell is an American-based chain of fast food restaurants founded in 1962 by Glen Bell (1923–2010) in Downey, California. Taco Bell is a subsidiary of Yum! Brands, Inc. The restaurants serve a variety of Mexican-inspired foods, includi ...

and

KFC KFC (Kentucky Fried Chicken) is an American fast food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world's second-largest restaurant chain (as measured by sales) after McDonald's, with 2 ...

or a

Pizza Hut Pizza Hut is an American multinational restaurant chain and international franchise founded in 1958 in Wichita, Kansas by Dan and Frank Carney. They serve their signature pan pizza and other dishes including pasta, breadsticks and dessert at d ...

and

WingStreet Pizza Hut is an American multinational restaurant chain and international Franchising, franchise founded in 1958 in Wichita, Kansas by Dan and Frank Carney. They serve their signature pan pizza and other dishes including pasta, breadsticks and ...

combined.

Brand licenses

Brand licenses are a contractual agreement where a company lets another organization use its brand on other products in exchange for a licensing fee. An example of brand licensing is seen in the Walt Disney Company's relationship to

Tokyo Disneyland (local nickname ''TDL'') is a theme park at the Tokyo Disney Resort in Urayasu, Chiba Prefecture, Japan, near Tokyo. Its main gate is directly adjacent to both Maihama Station and Tokyo Disneyland Station. It was the first Disney park to be ...

. The theme park is owned by

The Oriental Land Company is a Japanese leisure and tourism corporation headquartered in Urayasu, Chiba, Japan where it also owns and operates the Tokyo Disney Resort. The company operates in three segments, divided as theme parks, hotels, and other business. Oriental ...

, which licenses the theme from The Walt Disney Company.

Cross marketing

Cross marketing is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base.

Notes

General references

* Brand management Product management {{advertising-stub