INTRODUCTION "Human civilization depends on signs and sign systems, and the human mind is inseparable from the functioning of signs, if indeed mentality is not to be identified with such functioning." (Charles Morris)According to Charles Morris, man used to rely on or remember a thing through his signs. It is the first impression and has the greatest impact on a person. Therefore it is also important for a brand. A brand is a sign that represents a company and also the connection between the company and the public. A brand communicated differently to its audience. It can come from what the audience sees and hears, or it can be the audience's feeling or perception after experiencing it. (Melissa Davis, 2009, p. 12) A brand transmits its narrative and emotions to the public. Once a company failed to deliver the promise and meaning to the public, it brings negative feelings and perceptions to the public. Therefore, you need an effective way to lead to a strong brand that will involve different types of branding. There are brand extensions, associations while co-branding is one of the most common types of branding used by the company and familiar with. (Matthew Healey, 2008, p. 38) Co-branding is the way of combining two or more brands into one product. (ChiranjeevKohli, Brand Channel, 2002)www.brandchannel.comlike co-branding Poh KongJewellery with Disney. (Fig. 1.1)Poh Kong comes out with Disney jewels that attract both adults and children. However, there are still advantages and disadvantages of co-branding. Therefore, the objective of this article is to identify the opportunities and threats involved in the strategy of using the company's corporate identity as a vehicle for production...... middle of paper ...... ohli, 2002 . 2 +2=5? A framework for using co-branding to leverage a brand. Find from co-branding research [ONLINE]. Available at: http://www.brandchannel.com [Accessed September 2003]Anon, 2012. Intel Logo [ONLINE]. Available at: http://www.famouslogo.us [Accessed 2012]Anon, 2012. Dell Logo [ ONLINE] Available at: http://www.famouslogo.us [Accessed 2012]Matthew Healey, 2008. What is branding? RotoVision SA. Asia Edward Russell, 2010. The fundamentals of marketing. AVA Publishing SA. SwitzerlandGwyneth Moore, 2012. Fashion promotion. Building a brand through marketing and communications. AVA Publishing SA. SwitzerlandPhilips B. Meggs, 2012. Meggs Graphic Design History. Fifth edition. USA: John Wiley & Sons, Inc.Anon., 2013. ELLE Magazine inspires with style. [ONLINE]. Available at: http://www.business.pinterest.com [Accessed: 2013]