Document Type
Article
Publication Date
2000
Abstract
Co-brand agreements are what I do. I am the self-titled "King of CoBrands," as this is what I've been doing with my life.
So, let's talk a little about co-branding agreements and about why they might matter. First let's define our terms.
Now, where there used to be one site, the provider site, there will be two sites, the provider site and co-branded site, which contains the branding of the portal, but contains all the same functionality, or similar functionality, as is in the provider's site.
Then the portal will drive traffic to this co-branding site, for purposes that we'll discuss in a bit. This kind of behavior has actually become ubiquitous on the Internet. This is what people are doing, and in fact, many companies are building entire businesses on the idea that they want to be a provider of co-branded sites as their main line of business. So let me give you some examples in the real world of how people are doing this.
A co-branding agreement starts with two websites.There is Website A, which we'll call, for purposes of this talk, a "provider"; and there is Website B, which we'll call a "portal," or a "brander." Website A will take its standard website that offers functionality or content, and it will create a version of that and slap the branding of the portal onto a different set of pages.
Automated Citation
Eric Goldman,
Symposium Presentation: Doing Internet Co-Branding Agreements
, 22 Hastings Comm. & Ent. L. J. 221
(2000),
Available at: https://digitalcommons.law.scu.edu/facpubs/72