Which of the following issues is least important in using co-branding effectively?
a. The brands involved should represent a complementary fit in a customer's mind.
b. The brands that are teamed together should not lose their individual identities.
c. The brands involved should be owned by different companies.
d. Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand.
e. Co-branding should take advantage of the distribution capabilities of the brands
involved.
Answer: c