Co-branding can also include the combination of personality brands and retail or consumer brands. For example, Jaclyn Smith, star of the original Charlie`s Angels TV show, is currently collaborating with retail store Kmart to promote a Jaclyn Smith women`s clothing line. In addition, social media co-branding personality marketing has become popular on platforms such as Instagram and Twitter, with well-known brands like American Express, Nike, Procter & Gamble and Coca-Cola working with major influencers to create sponsored content that accompanies major events like the Olympics, FIFA World Cup and music festivals. As with all partnerships, co-branding has its positive and negative aspects. But since brand goodwill is at stake, preparation is the key to avoiding pitfalls. For retailers, co-branding can be a form of line extension to create new products with a new function – a brand from another company (usually, but not always, a famous brand) – that reaches a new audience for a particular product (for example.B introduction of H&M Fast Fashion consumers into Versace luxury product lines). One of the fundamental principles of co-branding is that brands must cooperate in different business areas; It is therefore very unlikely that co-branding will become a direct competitor (e.g. .B. Coca-Cola and Pepsi, Boots and Superdrug, FedEx and UPS, Etihad and Emirates or Mercedes and BMW). While provisions for automatic renewal of production and manufacturing licenses may be appropriate to ensure that supply chain concerns are addressed, the same provisions could have a negative impact on trademark owners participating in a co-branding venture, as these campaigns are often publicly available and tend to become spikes in demand and popularity over time. Mps. In fact, many co-branding arrangements have a short lifespan.
8. INTELLECTUAL PROPERTY AND MARKING A. Each Party shall grant the other Party the right to use the Party`s trademarks referred to in Annex A attached during the term of this Agreement, in connection with marketing, advertising and advertising for the co-branding service. . . .