Know-How Exchange : Branding

Easy rule of thumb...

When you see two brands on the same product, it's generally a co-brand or sub-brand such as Mickey Mouse Crocs. A license would be more of a brand using a figure. For example, Spongebob Fruit Snacks would be a license. Also, when in doubt look at the label. It will generally indicated a licensing agreement..

Often co-branding is used for the introduction of a sub-brand-the master brand name is retained due to its strength and appeal. If a well known apparel brand decides to launch a sub-brand, it will generally say "x new brand" by "x master brand". They are capitalizing on the strength of the established master brand to draw consumers in.

Clothing designers or entertainment properties often license their name to manufacturers of other products. Generally you will not see the brand name of the manufacturer, just the licensor's name. However, in the cases you described, the licensor may have permitted the co-branding because the licensee has a strong brand in its own right, adding to the overall appeal of the product.

I hope this helps,
Linda Whitehead
Zuz Marketing