Does co-branding improve cooperation and create a stronger brand for both companies? Or does it promote competition, thereby watering down the strength of each brand and confusing? The answer to these two questions can be and depends on several factors, including the success of the campaign, industry conditions, contractual terms and legal strategies of the parties involved. Although other forms of intellectual property (for example. B copyright, patents and advertising rights) can be the subject of co-branding campaigns, this article focuses exclusively on brands.