By leveraging the reputation and recognition of an established brand, companies can enhance their own image and appeal to a wider audience. This approach allows businesses to tap into the existing brand's credibility and trust, which can help build customer loyalty and increase sales.

Additionally, aligning with a well-known brand can also provide access to their resources and expertise, enabling businesses to improve their products or services. However, it is important to carefully consider the compatibility between the two brands and ensure that the partnership aligns with the overall brand strategy.