This Article explores the increasingly popular marketing strategy of two or more unrelated companies offering their separate and distinct mono-branded goods and services in a shared commercial space--herein referred to as “shared branding.”
Lanning Bryer, Scott Lebson, and Francesca Montalvo,
Shared Branding: Associated Use of Trademarks and Trade Dress Through Shared Retail Space,
7 J. Bus. Entrepreneurship & L.
Available at: http://digitalcommons.pepperdine.edu/jbel/vol7/iss2/3