Co-branding as a tool for the development of the Russian banking system

Co-branding is one of the marketing tools in banking. The article presents an analysis of this phenomenon and provides examples of the use of co-branding in the banking sector. The issue of branding as a tool for the development of the Russian banking system is topical, due to the development of the financial market, increasing competition, and the need for innovative transformations to meet the growing needs of customers. Co-branding has existed in the world for 90 years, in Russia-only 20, and in the following years this marketing tool should receive proper development.