Trademark Licensing: maximizing brand value through strategic partnership
Keywords:
trademark licensing, brand management, brand equity, brand extension, brand partnerships, co-branding, brand distribution, brand protection, brand identity, trademark lawAbstract
This article examines how calculated licensing agreements
enable brands to expand reach while preserving trademark equity. Strategic
partnerships with specialized regional and categorical experts translate brand
familiarity into relevant products. Careful partner selection and clear contracts
prevent dilution. Ongoing oversight maintains integrity during new market or
category entries. Analysis combines academic research and real-world case studies
to demonstrate licensing’s power for controlled growth. When executed
thoughtfully, licensing compounds strengths, multiplying possibilities. This paper
provides an actionable framework for partnerships furthering brands exponentially
faster than possible alone.
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