When brands partner up with each other, it allows their consumer to get a better idea of the brands personality. The shift of power from brand to consumer in the past years has allowed the consumer to choose from a wide variety of brands. The importance for a brand to stand out amongst the crowd is now more valuable than ever before. A way that a brand can do this is by creating an ecosystem. This can be done through brand partnerships that allows the consumer to see what the brand aligns with and what the brands personality is.
Creating an ecosystem is both challenging and yet simple at the same time. The simple side is that the brand has to find another brand that aligns with their ideas and overall personality. This is simple because brands already have a strong understanding of who they are so finding someone similar shouldn't be too difficult. The challenging aspect of brand partnerships is making sure it is the right partnership. Doing extensive primary and secondary research to find out what qualities align best with their current target market. The partnership has to make sense for both brands and also both of their target markets, which ideally should be the same target.
By creating these partnerships, both brands can strive and increase brand awareness because of the exposure from both sides.
here to edit.