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Mark license

hello my name is Monica Talley I'm a director in the trademark two set starring Kessler and we'll be speaking with you today about growing the market value of your brands and generating additional revenue through trademark licensing trademark licensing is the practice by which a trademark owner permits a third party to use its trademarks and the third party's use of the mark in ur is to the benefit of the trademark owner trademark licensing is a driving force behind the value and profit of many brands today it is estimated that global retail sales of licensed products account for more than two hundred billion dollars in sales annually trademark licensing is attractive to brand owners because it allows owners to extend brand awareness to new product or service categories that may not be feasible for a company to enter on its own licensing also quickly enables brands to penetrate new geographic markets in the past many top trademark license ORS were in the entertainment fashion or luxury brand space but many successful licensing programs today are based on corporate sports and collegiate brands one example of a terrific corporate licensing program is caterpillars foray into apparel and consumer products building on the success and reputation of its iconic brand for heavy machinery caterpillar has launched a profitable worldwide program involving the sale of licensed footwear clothing hats watches toys and other consumer products while the rewards to a successful licensing campaign can be great such arrangements must be entered into with careful consideration first licensing opportunities must be evaluated in the context of overall marketing strategy brands need to make sure that the licensed products make sense in terms of the brand's reputation and position in the marketplace second potential licensees need to be evaluated in terms of product quality and the overall health and desirability of the entity as a possible business partner finally legal documents that structure the relationship need to be carefully drafted to ensure that the mark continues to represent the quality that consumers have come to associate with the brand mismanage licensing programs may result in loss of control over the brand and damage to the company's reputation in particular license agreements a lack adequate quality control provisions maybe construed by a court to be a naked license in which to license or is found to have abandoned the rights in its mark on the flipside where a license or maintains an extreme degree of control or involvement in the design marketing and distribution of a product licensing could potentially expose a license or to product liability actions for defective or harmful products or to patent infringement liability and antitrust violations well there are many upside upsides to trademark licensing arrangements businesses need to enter into such agreements carefully with a little effort on the front end trademark licensing can become a valuable tool to enhance a company's bottom line please contact Stern Kessler if you have any questions about trademark licensing thank you