Ladas Authors Co-authored Recent Publication – “Shared Branding: Associated Use of Trademarks and Trade Dress through Shared Retail Space”

Lanning Bryer, Scott Lebson, and Francesca Montalvo have coauthored an article entitled “Shared Branding: Associated Use of Trademarks and Trade Dress through Shared Retail Space,” recently published in the Pepperdine Journal of Business, Entrepreneurship and the Law (JBEL) (7 J. Bus. Entrepreneurship & L. 329).

The article considers the benefits and risks associated with co-branding relationships, in particular the association of unrelated companies operating under shared retail space, a concept the authors refer to as “shared branding.” The article also focuses on the Macy’s-Martha Stewart-JC Penny litigation as a case study to highlight the risks of such shared branding business arrangements.