The Determination of Rights under Co-Branding: Single Product, Multiple Trademarks

Abstract

Due to the enlargement of market dimensions and increasing competition at the global level, due to significant enhancement of technology, e-commerce platforms, and comparative product analysis are just one click away, so, the market players are coming together to make their products cost-effective and to be easily available at the market. Co-branding is a strategic method through which several brands come together into a partnership for the introduction of their common products to reduce their product’s cost and maintains quality products through their mutual efforts.

This article seeks to comprehensively analyze the concept of Co-branding in the light of some famous Co-Branding partnerships. It also highlights its advantages and disadvantages.