This is the 2nd article of a 6 part series on branding. In the first article “Brands at Labbrand” the concept of what a brand actually is was illuminated and a holistic brand model which defines the dimensions brands interact on with different stakeholders was introduced. The objective of the second article is to explain what Labbrand understands in regard to “successful branding”, to make the goal of branding clear...

Adidas + Yohji Yamamoto, Intel Inside + Compaq Personal Computer, D&G + Motorola, British Airways and Citibank, Adidas + McCartney, Mercedes and Swatch, Bacardi and Coca Cola, Danone and Quick, GOME and Motorola, Industrial and Commercial Bank of China and American Express...these are only few among the most famous examples of co-branding we have seen emerging in the latest years...