Co-branding occurs where two companies strategically align themselves for the purpose of marketing, in the hope that the success and allure associated with one side is brought to its partner brand too. It is often seen as an effective way to open businesses up to another audience, boost exposure and build their customer base. Usually, both companies need to find some value in the deal, and it must be a partnership (though not necessarily equal) to make it work.
Join LES B&I for a webinar hosted by the YMC to discuss the latest trends in co-branding (the benefits and the potential pitfalls) and the intellectual property implications.
The speakers are as follows:
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- Alan Harper – Director of Intellectual Property, Walker Morris LLP
- Esther Jolley – Intangible Asset Director, Stobbs
- Abigail Wise – Senior Associate (Trade Mark Attorney), Bristows LLP