The Value of Co-branding While your business may work with many suppliers, there are often advantages to representing your dealership brand in conjunction with the Cummins brand . This co-branding approach allows you to leverage the equity of the Cummins brand for promoting custom service lines and selling genuine Cummins products . DEALER NAME Co-Branding OR LOGO Co-Branding is used when signage, advertisements, and other communication collateral is limited to featuring only your dealership brand and the Cummins brand. Your Dealership and the Cummins Brand 22