Co-Branding is a product specific strategy. It is a marketing partnership between at least two different companies, and hence brands, of goods or services. Only a strategy that gives equal weightage to both brands without disturbing their individuality is a boon.  For eg: Gillette and The Art of Shaving designed the Fusion Chrome Collection (razor with a small LED Torch), which is only compatible with Gillette (PG) blade cartridges. The power razor is the centerpiece of this partnership and a boon for the customers. To co-brand, strongest elements of a product are combined with the best complementary brands to offer new and improved services and products. This strategy caters to a common audience and is Customer Service centric.