Co-Branding and fashion law: strategic brand management and the protection of IP assets

Co-branding has become one of the most effective strategic tools for enhancing brand value and leveraging intangible assets. Far beyond a marketing or commercial initiative, brand collaborations directly influence market positioning, audience expansion, perceived value and brand identity.

In an environment where reputation, recognizability, exclusivity and creativity increasingly drive competitive advantage, co-branding raises significant intellectual property and brand governance issues. The management of trademarks and distinctive signs, creative control, brand identity protection, dilution risks and ownership of jointly developed assets have become critical aspects of these collaborations.

Through a dialogue with Massimiliano Giulini, General Counsel and Managing Director of La Martina Europe, this article explores the evolution of co-branding in the contemporary fashion industry, highlighting strategic opportunities, legal challenges and the growing importance of intellectual property in the management and protection of corporate intangible assets. 

The complete interview is available on our Intellectual Property Observatory website.

Click here to read the full text.