This document discusses co-branding strategies and partnerships. It defines co-branding as when two or more parties come together for mutual benefit. The document outlines five categories of co-branding partnerships: 1) promotions, 2) with vendors/suppliers, 3) alliances, 4) innovative solutions for existing customers, and 5) exploring new target segments. Motivations for co-branding include expanding customer bases, improved sales and profits, fulfilling customer needs, strengthening brand equity, innovating new products, and achieving scale benefits. Risks include lack of true partnership, insufficient synergy between brands, and impacts of changes to one partner's brand equity.