Also known as Brand Partnership, is when two or more organisations agree to work together to create marketing or brand synergy from which all parties benefit. The benefit to the companies involved is typically better credibility, greater brand strength, and access to new customers or markets. Examples in South Africa include Standard Bank and British Airways teaming up to offer a credit card, or the partnership between Wimpy quick service restaurants and Engen service stations.

[BACK TO SALES & MARKETING TERMS]