Final answer:
Co-branding is a partnership between two or more brands and is not the same as retailers and wholesalers creating their own store brands, which is actually called private labeling.
Step-by-step explanation:
Co-branding is a strategy where two or more brands collaborate on a product or service, creating a partnership that leverages the strength of each brand. The statement that co-branding occurs when retailers and wholesalers create their own store brands is false. Retailers and wholesalers creating their own store brands is actually known as private labeling or creating private brands, not co-branding. Co-branding typically involves established brands from different companies coming together, such as in a partnership between Nike and Apple.