Brand Partnerships and Co-Branding: Naming Considerations

When Two Brands Become One (Sort Of)

Brand partnerships are powerful growth levers. Nike + Apple Watch. Spotify + Starbucks. Uber + Spotify. But every partnership raises a naming question: how do two brands share space without diminishing either one?

Types of Brand Partnerships

Co-Branded Products

Two brands appear on one product. Both names are visible.

Examples: Doritos Locos Tacos (Doritos + Taco Bell), Nike Air Jordan (Nike + Michael Jordan's brand), GoPro + Red Bull content.

Naming approach: Both brand names appear, usually with the product host brand first: "Taco Bell Doritos Locos Tacos."

Ingredient Branding

One brand's component is featured inside another brand's product.

Examples: Intel Inside (Intel + PC manufacturers), Gore-Tex (Gore + apparel brands), Dolby Atmos.

Naming approach: The ingredient brand appears as a secondary endorsement, often with its own logo badge.

Joint Ventures

Two companies create a new entity together.

Examples: Sony Ericsson (now dissolved), Hulu (originally Disney + NBC + Fox), Molson Coors.

Naming approach: Often a combined name or an entirely new name. Combined names work when both parent brands are strong and complementary.

Licensing Partnerships

One brand licenses its name to another for specific products.

Examples: Porsche Design (licensed for sunglasses, luggage), Ferrari clothing, Star Wars merchandise.

Naming approach: The licensor's name appears prominently; the licensee's name may be minimized or hidden.

Naming Principles for Partnerships

1. Decide on Hierarchy

Every partnership has a power dynamic. Whose brand leads? Options:

• Equal billing: "Brand A × Brand B" (the multiplication sign signals collaboration)
• Host + Guest: "Brand A, featuring Brand B" or "Brand A with Brand B"
• New name: A completely new name for the collaboration

Equal billing works when both brands are similarly positioned. Host + Guest works when one brand is clearly the platform and the other is the addition.

2. Maintain Individual Brand Integrity

Each brand should remain recognizable within the partnership. Don't blend names into unrecognizable combinations. "NikePro" could be a Nike product line. "NiApple" is nonsensical.

3. Define Usage Rules

Document in the partnership agreement:

• How each brand name is displayed (size, position, color)
• Whether the partnership has its own name/logo
• Who approves marketing materials
• What happens to naming if the partnership ends

4. Consider the Customer's Perspective

Does the naming make sense to someone encountering it for the first time? If customers need an explanation of the partnership name, it's too complicated.

When Partnerships Create New Names

Some collaborations deserve their own distinct name:

When to create a new name:

• The partnership produces something fundamentally new
• Neither parent brand should be limited by the collaboration
• The partnership might outlast the parent brands' involvement

How to name it:

• Keep it simple and related to the partnership's purpose
• Ensure both parent brands endorse or are credited
• Check availability independently — the partnership name needs its own domain and handles

Protecting Your Brand in Partnerships

Pre-Partnership Naming Audit

Before entering a partnership:

• Verify the partner's brand is legitimate and well-regarded
• Check for any negative associations
• Ensure your brand names look good together visually
• Confirm there are no trademark conflicts between your brands

Partnership Agreement Essentials

Include these naming-related clauses:

• Brand usage guidelines for both parties
• Approval processes for co-branded materials
• What happens to naming/branding when the partnership ends
• Who owns any new names, logos, or IP created during the partnership
• Geographic and temporal limitations on name usage

Exit Strategy

Partnerships end. Plan for it:

• How will co-branded products be handled post-partnership?
• Will any shared names or assets transfer to one party?
• Is there a transition period for removing co-branding?

The Partnership-Ready Brand

Strong partnerships start with strong individual brands. Before collaborating, make sure your own brand name is distinctive, well-positioned, and secured across all platforms.

Verify your brand's availability and strength with BrandScout before entering any co-branding partnership.