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Oct 12

Trademark Co-Branding Agreement

The use of co-branding for services is also popular. The Apple Pay brand contains the Apple and Mastercard logos to promote a service that combines Apple`s proprietary mobile platforms and Mastercard`s proprietary payment processing services. Meanwhile, airlines and financial institutions have traditionally combined logos to promote credit card programs offering reward miles, with recently co-branding deals associating Citibank with American Airlines in the US and American Express with British Airways in the UK. If a co-branding campaign is not conducted carefully and taking into account the main trademark license conditions, it can harm one or more of the parties involved. Among the possible negative outcomes, 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. Technologies such as the internet, AI, social media and the presence of virtual brands, as well as increased awareness of famous brands from Kinshasa to Kyoto and increased advertising opportunities, will continue to enable an increase in co-branding campaigns on a global scale. While technology may be global, trademark protection remains national or regional. In the 21st century, the law must therefore respect current business practices – co-branding is one of them – to protect valuable trademark rights in a universal market. Parties should keep in mind that a successful co-branding business can create a permanent bond in the minds of consumers and create confusion as soon as the parties break up. This was the case during high-level co-branding campaigns led by companies, which have been recalled for generations as related brands in regions where they were dominant and well known. Co-branding campaigns often generate advertisements in the form of industrial messages or articles, a social media presence and word of mouth due to the use of two recognized brands for a single product or service.

Examples of successful co-branding projects are Walkers` Heinz Ketchup and Marmite Aroma potato chips in the UK and Breyers` Oreo biscuits and cream-flavoured ice cream in the US – a partnership that has been around for many years. . . .