Trademark licensing: a best practice guide
While licensing offers a range of benefits to brand owners, there are numerous pitfalls to avoid. From partner selection to terminations, licensors must take care to ensure that their extensions are win-wins rather than costly missteps
Trademark licences offer a host of benefits to brand owners, enabling them to increase the value of their marks by expanding into product categories or territories where they lack the requisite capital, skills, experience, infrastructure or distribution network. Moreover, the goodwill created by a licensee’s authorised use of a mark inures to the licensor’s benefit, allowing it to establish product category breadth, geographic priority, continuous use and secondary meaning. However, there are numerous pitfalls which licensors must take care to avoid if a licence agreement is not to prove an expensive mistake.
Want to read more?
Register to access two of our subscriber only articles per month
Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts
What our customers are saying
The searchable online World Trademark Review database is a valuable research tool.
Subscribe to World Trademark Review to receive access to the full range of trademark intelligence, insight, and case law, as well as our guides, rankings and daily market insight delivered to your inbox.