Lloyds TSB, for example, has shelved plans to roll out its Evolvebank in the UK, and instead teamed up with Centrica, using that firm's well-established Goldfish credit card brand to create a online and phone bank.
While some of these businesses are looking for an injection of funds to keep their brand alive, there are many well-established companies who are utilizing this process for its marketing prowess.
Some Chinese companies will do so by purchasing well-known Western firms, while others will use the celebrity of established figures to build their brand organically.