1. Ethique has seen many companies successfully co-brand with other brands that have complementary products and values.  Because of this, Ethique have been contemplating a brand extension into pet food to complement the strong sales of their existing Pet shampoo and conditioner products.  One of the brands they have been in talks with is Sunfed.  Ethique has been negotiating with Sunfed (https://sunfed.world) a co-brand of a new range of sustainable plant-based pet foods.  Ethique's market research has indicated that there is a gap in the market to target environmentally conscious pet owners who want to provide their pets a high protein, highly nutritious, plant-based meat pet food alternative.

Discuss the potential advantages and disadvantages of Co-branding for Ethique to consider in their proposed collaboration with Sunfed.