What is a Co-Branding Agreement?

Attorneys draft co-branding agreements with companies to create context and boundaries for branding efforts.

Contemporary co-branding agreements provide guidelines and legal documentation about the joint marketing activities of one or more companies. A widely embraced tactic in advertising and marketing, co-branding arrangements now proliferate in the online world. Business executives rely on attorneys to prepare appropriate documentation that guide the joint branding efforts.

A Co-Branding Agreement for Two or More Companies

Companies bring their brands together to help their companies succeed.

Attorneys and marketing executives often use a cobranding agreement to solidify a relationship between one or more entities that provides provisions for how the corporate brands will be articulated jointly into the marketplace. Co-branding agreements may include joint advertising initiatives between companies in the same marketplace, such as a golf ball shaft company cobranding their shafts on a high-profile golf club.

Online Co-Branding Agreements Present New Landscape

With the global marketplace fueled by technology, companies come together in co-branding agreements.

Businesses managing their online presence today may face the opportunity to enter into cobranding agreements with content service providers, technology enablement companies and others who want to unite their brands in the marketplace. As companies build value in their core brand, they strategically weight co-branding agreeements with other companies to determine if the opportunity satisfies the benchmark of advancing the brand positively.

Co-branding Agreements Require Legal Documentation

Co-branding agreements provide details on the use of one or more brands in joint marketing agreements.

Because of the inherent value a corporation brings to the brand name, attorneys typically write co-branding agreements to protect the interests of each party. These agreements include typical sections such as how long the cobranding agreement will extend, limitations on the use and trademark usages and restrictions.

References

• Online cobranding agreement
• Cobranding definition
• Cobranding sample yogurt company