In order to develop a communication and marketing strategy, we studied the experience of developing co-branding projects in different economy sectors: tourism, air travel, finance, auto business, services, retail, educational project etc. Initially, a desk study was held, and the most prominent co-branding practices in Russia and abroad were described.

Secondly, around 45 in-depth interviews with experts in different fields (marketing directors) in Moscow, St. Petersburg, the Urals and Siberia were conducted. The experience in creating ingredient brands and their promotion with the help of loyalty programs, media support, employee training and trademark style was covered.