Insights: Publications Brand x Brand: Collabs and Cobranding

The Licensing Journal | Volume 41 Number 8

Written by Lisa Pearson
Throughout the COVID-19 pandemic, brands engaged in collaborating and co-branding like never before. What are the drivers of this collaboration craze? Why did it seem to gain so much traction during the pandemic? And what business, practical and legal considerations should brand owners take into account before jumping on the collaboration bandwagon?

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