The licence should clearly define the marks (preferably registered for the products and/or services granted), reasonable use restrictions and the recognition that the use of the mark is made by the donor for the benefit of the licensee. By limiting the license to a particular logo, certain commercial channels (for example. B wholesale, retail or off-price trading) and by imposing strict terms of use, the licensee retains control over the use of its trademark to ensure that its brand is not damaged and that the validity, ownership and reputation of its brand are not compromised. As with all partnerships, co-branding has its positive and negative aspects. However, given the value of brand goodwill, preparation is the key to avoiding pitfalls. 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.

Co-branding activities are located in several product sectors, including fashion, retail, food and beverages, cosmetics and toiletries, electronics and household cleaning, and can benefit service providers in areas such as sports, media, entertainment, finance and transportation. A co-branding campaign should not be boxed in the typical product or service lines of the brand owner. Indeed, successful campaigns have proven their worth and have strengthened consumer recognition by combining limited edition products or services with well-known or well-known brands. For example, a number of Ales from Brewery Ommegang with the game of Thrones brand is being advertised as Ommegang Game of Thrones beer, and a Johnnie Walker Game of Thrones/White Walker Whisky Type theme has also recently been introduced. Each product uses the Game of Thrones brand to focus on certain ingredients or features, and partnerships have attracted considerable attention due to coordinated product launches coinciding with the latest season of the popular TV series. Company A`s ability to derive its own profits from co-branding may depend on the interpretation of the fundamental terms of the underlying licensing agreement, issues such as trademark rights, exclusivity, territory, commercial channels and co-branding ownership that are the subject of litigation and an unpleasant divorce between the parties. A co-branding partnership can establish the reputation and value of one or both brands depending on the circumstances; Therefore, their cessation could trigger a bitter conflict between the parties by initiating competition rather than cooperation. Co-branding can also include the combination of personality brands with consumer brands or distributors. Jaclyn Smith, star of the original charlie`s Angels show, is currently cooperating with the kmart store to promote a De Jaclyn Smith women`s clothing line. In addition, the marketing of personalities on social networks has become popular on platforms such as Instagram and Twitter, with well-known brands such as American Express, Nike, Procter and Gamble and Coca-Cola, working with major influencers to create sponsored content to accompany major events such as the Olympics, the FIFA World Cup and music festivals.