Co-Branding

Macy's Inc. announced that it will brand its credit cards with American Express, ending the retailer's branding deal with Visa. The new cards will continue to support the Macy's Star Rewards and Bloomingdale's Insider loyalty programs.

http://www.reuters.com/article/idCNN3119847320100331?rpc=44

This is a current example of cobranding as discussed on pages 345 and 346 of Lamb/Hair/McDaniel Marketing 11e and page 159 of MKTG4.