09/03/2026
Joint Ventures and Co-Branding Deals: Who Owns What When It Ends
Two companies team up to launch a co-branded product.
Six months of planning, a shared marketing budget, maybe a new logo that blends both brands.
Then the partnership ends, sometimes on good terms, sometimes not.
Now someone has to answer the question nobody wanted to think about at the start:
Who owns the customer list?
Who keeps the trademark on the combined name?
Can either party keep using the branded materials, or does everything go dark?
If your joint venture agreement doesn’t answer these questions upfront, you’re negotiating them during a breakup instead of during a partnership.
That’s a much worse time to negotiate anything.
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