July 8, 2014
Businesses who have greatly invested in the reputation of their trademarks may decide to license the use of their marks to third parties to benefit from royalties and to expand their existing product lines into sectors that they may not be able to enter into on their own. The license holders also benefit, with the opportunity to draw upon the market power of an established trademark to promote an increase in sales. Trademark License Agreements are made to accommodate such goals and to ensure that the relationships between the parties are in order.