The ins and outs of co-branding

By Steven Weinberg

While co-branding can be an excellent way for brands to increase their revenue and break into new markets, several complex business issues need to be addressed before brands get in too deep

There are any number of ways for brands to extend their market presence and market share. We are all familiar with basic brand/trademark licensing – for example, where a brand allows a third party with experience (hopefully) in one or more product or service categories to develop and market products or services under the licensed brand.

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Issue 72