Law Commons^™

Understanding Internet Co-Branding Deals, Eric Goldman, Candice Lee

Faculty Publications

The Internet has spawned new business practices regarding the ways users access and obtain information and services. Because linking can create a network of web pages that appear integrated and seamless to users, many Internet companies enter what are known as co-branding relationships. This article addresses a common type of co-branding relationship in which a "provider" maintains a set of pages ("the co-branded site") that looks and feels like the "brander's" web site. The co-branded site is promoted on the brander's web site through linking.

Symposium Presentation: Doing Internet Co-Branding Agreements, Eric Goldman

Faculty Publications

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 …