From a macroeconomic point of view, inputs such as capital, labor and land are at the forefront of the elements that make up any organization. Apart from these, the entrepreneurial spirit stands out as an important motivation. On the other hand, in the globalizing world, branding and commercial partnership are important for the competitiveness and sustainability of companies. This situation becomes increasingly important in terms of macroeconomic crises and competition. In this respect, the global dimension and success of brands necessitate brand mergers and alliances. In this context, brand management gains a corporate and global dimension. In addition, in the globalizing world, especially in developed and industrialized countries, brands tend to acquire the "super brand" feature by merging or forming alliances. An example of this is the merger of brands such as Facebook, Instagram, Messenger, WhatsApp, Oculus VR under the "Meta" brand in the social media field. In the aviation sector, on the other hand, the tendency to establish a "brand alliance" such as a "star alliance" gains importance instead of combining brands under the same company.