PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v8i1.9644ArticleLegal Risks and Preventive Measures in Trademark Infringement of Co-Branded Productshttps://artdesignp.com/journal/PBES/8/1/10.26689/pbes.v8i1.9644XuCheng,HuangZhaohua,LiuZhiqing,WuXiaoke2025812025-02-19Co-branding, as an innovative consumer model, is increasingly favored by “Generation Z” consumers and has become a preferred strategy for many brands to expand their market reach and achieve widespread recognition. However, with the rapid growth of the co-branding economy, trademark infringement issues related to co-branded products have become more prevalent, posing significant obstacles to the successful execution of co-branding marketing activities. Based on the different legal statuses of trademarks, this study systematically analyzes the various infringement risks that may arise in the use of trademarks within co-branding practices and explores corresponding risk prevention measures. The objective is to provide strong support for the healthy and sustainable development of the co-branding economy.

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