2024 Trademark Administrators & Practitioners (TMAP) Meeting

Director Monica Riva Talley was a speaker during the “Influencer Co-branding: Pros and Cons from the Marketing and Legal Perspectives” session at the 2024 Trademark Administrators & Practitioners (TMAP) Meeting on September 23, 2024, hosted by INTA.

Overview

Brands have been harnessing the power of influencers to reach new markets. However, relationships between brands and influencers are not always easy. The lack of previous experience and the speed of the market have introduced risks and harmed some brands. New public and private initiatives have arisen in several jurisdictions looking to mitigate these risks.

Some influencers have even become brands themselves, so new co-branding scenarios may arise. Are traditional co-branding arrangements suitable when one of the involved brands is an individual?

In the world of social media marketing, where the rule is “the more viral, the better,” association with a well-known social media creator can have a lot of value. The primary difference between influencer co-branding and influencer marketing is that the influencer has a significantly more advantageous position with co-branding. With influencer marketing, you are marketing through an influencer. With influencer co-branding, you are forming a genuine partnership with an influencer. Is Influencer co-branding a trend that allows businesses to further leverage the brand of an influencer they partner with?

Moderator: Eva Toledo Alarcón, Co-CEO, Padima (Spain)

Speakers:

• Monica Riva Talley, Director, Sterne, Kessler, Goldstein & Fox P.L.L.C. (USA)
• Joanna Leong, Manager, Legal Affairs & Counsel, Honda Canada Inc. (Canada)