The brands cooperation’s necessity is caused by the tendencies of the world economics and customer behaviour changes. Available information, the huge choice of the identical services, globalization and technological progress make the customers more demanding and wishing to get full value services with the smaller outcomes our resources. This fact motivates the marketers to look for the new approaches to promotion, CRM and branding. As a result, more and more companies, especially in the airline industry, use such approaches as partnerships with the competitors and partners inside and outside the industry, creation of the co-branded loyalty programs. The object of the Master Thesis is the analysis of brand cooperation forms and value, its influence on the customers experience, satisfaction and loyalty.