If a co-branding campaign is not carefully addressed and given the main licensing requirements for the brands, it may harm one or more of the parties involved. Among the potential negative results: for distributors, co-branding can be a form of line extension to develop new products with a new feature – a brand from another company (usually, but not always a famous brand) – that reaches a new audience for a particular product (for example. B the introduction of consumers of H-M fast fashion into the versace luxury product lines). One of the fundamental principles of co-branding is that brands must cooperate in different commercial areas; Therefore, it is highly unlikely that co-branding will be carried out by direct competitors (. B for example, Coca-Cola and Pepsi, Boots and Superdrug, FedEx and UPS, Etihad and Emirates or Mercedes and BMW). In essence, “co-branding” is a legal and marketing tool that uses cross-licensing of brands from different companies to stigmatize a new product, generate consumer interest and increase sales. The illustrious examples are Apple, which has partnered with Mastercard to create Apple Pay (with both logos to promote the new product), Versace, which is working with the “Versace for H-M” collection, BMW is working with Louis Vuitton to create a bespoke luggage line for a BMW hybrid car, and Taco Bell, which recently promotes Frito-Lay for a new product of the “Doritos Locos” brand. The first three examples show two independent companies opting for a co-brand, while the last example shows historically related companies working together (Taco Bell and Frito-Lay/Doritos were formerly owned by Pepsi). These examples, as well as other examples of successful co-brands, often include combined brand logos or multi-reference advertisements (see Figure 1). The territory of the licence should reflect the trademark rights of the parties; Therefore, it is not uncommon for parties to cooperate with different brands in different markets (e.g.B. fresh febreeze with Ariel detergent in the UK, while maintaining a separate co-branding with Tide textile detergents in the US). Global co-branding can be met with unexpected language or translation problems, different perceptions of meaning, and a lack of recognition or sufficient branding rights to support the use of one brand over another. In addition, Mark A can be registered in all countries in the territory, while Mark B can only be registered in five countries – a discrepancy that may require additional protection.