Making Your Brands Work Harder

Laurence Hefter

Chapter 5 in Branding: A Key Marketing Tool, 1992, pp 51-58 from Palgrave Macmillan

Abstract: Abstract Both franchising and collateral exploitation of trademarks are forms of the broad practice of trademark and service mark licensing. (For the sake of simplicity, trademarks and service marks will be discussed under the broad term trademarks.) Trademark licensing, in general, is the practice of permitting others to use one’s trademarks on approved goods under terms which enable the trademark owner to control the quality of the licensed goods.

Keywords: Licence Agreement; Product Liability; Exclusive Licence; Collateral Exploitation; Trademark Owner (search for similar items in EconPapers)
Date: 1992
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DOI: 10.1007/978-1-349-12628-6_5

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