In the case of a brand partnership, partner companies often collaborate on marketing efforts to jointly market their related products. Partners team up to create aid that requires less work on the part of each partner and that shares the benefits of the jointly marketed offer. It goes without saying that a co-branding campaign creates at least initial confusion and means for competition. Therefore, the agreement should separate the campaign from the routine brand activities of each party. This can be achieved by appointing a subsidiary or related company that is solely responsible for co-branding activities, or by ensuring that a separate division of an existing entity is exclusively responsible for the co-brand. If z.B. one party still uses a red trade dress, while the other uses blue and the co-brand product is blue, there may be confusion as to whether the product was jointly developed. Therefore, all advertising and consumer relationships should be adapted to the co-branding campaign to ensure that obligations are met and that consumers are not confused or misled as to the origin of goods or services. Each trademark holder should retain the right to correct any confusion, defect or reputational damage that may result from the partnership. A proactive and measured approach is therefore always recommended when introducing a co-branding campaign. Indeed, a careful evaluation of all stages of the campaign (i.e.
during pre-launch, co-brand period and end) is as important as for routine brand licensing agreements. In short, the approach should take into account the day-to-day activities of both parties throughout the partnership, and the main conditions of the underlying agreement should take into account the best and worst-case scenarios. The territory of the licence should reflect the trademark rights of the parties; Therefore, it is not uncommon for parties to cooperate with different brands in different markets (e.g.B. fresh febreeze with Ariel detergent in the UK, while maintaining a separate co-branding with Tide textile detergents in the US). Global co-branding can be met with unexpected language or translation problems, different perceptions of meaning, and a lack of recognition or sufficient branding rights to support the use of one brand over another. In addition, Mark A can be registered in all countries in the territory, while Mark B can only be registered in five countries – a discrepancy that may require additional protection. Registration in several jurisdictions can contribute to the fight against infringements and cooperation with customs officers to prevent the importation or export of counterfeit goods. In many cases, partner companies have a similar audience and, through their collaboration, they can promote their co-brand products for both target groups. In some situations, a joint marketing campaign can help partners enter a previously unavailable market and create a new target audience.