INTRODUCTION
With increasing frequency, companies are undertaking
brand alliance partnerships."Henri Nestle endowed his company with the symbol
derived from his name. His family coat of arms, the nest
with a mother bird protecting her young, became the
company's logo and a symbol of the company's care and
attitude to life-long nutrition. Nestle's nest represents
nourishment, security, and sense of family that are so
essential to life" 
Nestle is built on the foundation of several hundred
strong brands under its portfolio which range from categories
like bottled water, baby food, and chocolate confectionaries
to pet care, nutrition and health.Co-opetition
occurs when competitors co-operate to achieve mutually
beneficial goals (Kotzab and Teller 2003).