Legal Aspects of Co-Branding and Trademark Licensing

Abstract

A company’s brand is usually one of its most valuable assets and authorizing a third party to use it, for example in a licensing or franchising arrangement, always requires careful consideration and control. However, in a co-branding situation a number of exceptional factors have to be taken into account and these may have important legal implications. This chapter sets out some guidelines on legal issues that may arise with co-branding but in all cases legal advice should be taken, as every co-branding venture is unique and will require specific adaptation of the general principles. Depending upon the nature of the products or services concerned and the countries in which they are produced and marketed, some additional considerations may also impact upon the project and require specialized legal advice that is beyond the scope of a book such as this.