From a legal point of view, co-branding is a trademark licensing agreement and not a joint venture or partnership. A co-branding structure is different from the sponsorship facilities or unilateral user agreements used in supply chain management, as it is based on an interbrand license in which each party licenses the other. Co-branding activities are found in several product sectors, such as fashion, retail, food and beverage, cosmetics and toiletries, electronics and home cleaning, and can be beneficial for service providers in areas such as sports, media, entertainment, finance and transport. A co-branding campaign does not need to be integrated into the typical product or service lines of the brand owner. Indeed, successful campaigns have increased consumer value and awareness by associating limited products or services with famous or well-known brands. For example, a number of Ales are currently promoted by Brewery Ommegang with the Game of Thrones brand like Ommegang Game of Thrones Bier, and a Johnnie Walker winter variety of Thrones/White Walker whiskey has recently been introduced. Each product uses the Game of Thrones brand to showcase certain ingredients or features, and the partnerships have attracted considerable attention due to coordinated product launches that coincided with the final season of the popular TV series. Co-branding can often offer brand owners a platform to expand their customer base. The brand of the cooperating brand will likely attract attention, which usually does not follow the advertising associated with its own brand, and if the cooperating brand uses a famous or well-known brand, it can serve as a platform to increase awareness and awareness of a lesser-known brand. the territory of the licence should reflect the trademark rights of the parties; Therefore, it is not uncommon for parties to cooperate with different brands in different markets (e.g. .B.
co-fires of febreeze detergents in the UK with Ariel detergents, while maintaining a separate co-branding of tide detergent in the US). Global co-branding may face unexpected language or translation issues, perceptions of different meanings, and a lack of recognition or sufficient trademark rights to support the use of one trademark over another….