This article analyzes the impact of co-branding on the perception of individual brands by consumers. The importance of matching brand values for the successful formation of partnerships is investigated. The role of creative marketing strategies in strengthening brand associations is studied. The influence of co-branding on long-term customer loyalty and successful market positioning of companies is emphasized. Examples of successful and unsuccessful co-branding initiatives are given. The mechanisms of consumer perception of joint marketing campaigns are considered. The risks and opportunities associated with branding, as well as its impact on the competitive advantages of companies, are discussed.