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DESCRIPTION

The term "Co-Brand", in a modern take on its meaning, is to provide content to third-party websites.

Some confusion exists amongst commercial sources of content who license that content for a fee when that site re-distributes it to others, deeming that as 'co-branding'. However, if the content itself is hosted, in that the provider uses a page from a site as a template to serve up their content on, then it is not considered co-branding by the commercial source.

Resellers of content are considered to be 'co-branding'. Sites which provide their content to others for display will also call it co-branding.

Sites which offer content feeds (xml) for headlines, where the visitor is taken to the source page on another site, sometimes refer to their offer as 'co-branding' as well. This is not an accurate description, unless the feed itself is 'branded' to the site it's being placed upon in a custom-design solution, then it would be properly called co-branding. Co-BrandNews.com offers a custom news content solution under a free co-brand program and is a good example for the above. Other sites which offer commercial solutions for co-brand content are numerous and whose terms vary dramatically may be found online through a keyword search. Jonathan Paisner brand director of CoreBrand, a marketing and branding firm based in New York, wrote a good article on co-branding, but his focus is the pairing of brand names - not a hosted content solution. Read Paisner's story on cobranding here. [1]

Many cobrand offers found online deal with dual business names, or brand names, on credit cards or other cards, such as gift or gasoline cards. Large to medium-sized businesses often offer cobrand card programs whose terms vary, but as Paisner says in his article - buyer beware; There can be risks associated with cobrand card programs.