Co-branding is a marketing strategy that involves collaboration between two distinct, usually non-competing, brands to jointly create a product, advertising campaign, or product line. This alliance aims to combine their respective strengths, brand recognition, and customer bases to increase visibility, commercial impact, and strengthen brand image. The resulting product may merge the identities of the brands involved, particularly in the food sector, or take the form of joint promotional activities. This cooperation can be one-off or long-term, and often requires effective communication and a shared vision to be successful.