Features

Trademark licensing: a best practice guide

By Rami S Yanni

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...

Issue 69

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Issue 69