Advertising. Marketing or sales practice which consists of associating two or more brands for the development, marketing or communication of a product, a service or a range of products or a range of services within the same announcement. Through this practice, brands seek to strengthen or modify their positioning, to seek synergy with their partner for budgetary reasons or to try to access new market share. The union of two or more brands can be done in the form of a co-branded product creation mixing two or more products with distinct origins or an advertisement associating two or more brands.