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By Kirk Martensen
Most trademark licensing relationships are defined and evaluated based upon the terms in a license agreement contract. In the case of a brand extension license, there can be a lot at stake, including the health and well being of the licensor’s brand. Surprisingly, many license agreements do not include specific terms or requirements that reflect key marketing objectives.
By Kirk Martensen
Most trademark licensing relationships are defined and evaluated based upon the terms in a license agreement contract. In the case of a brand extension license, there can be a lot at stake, including the health and well being of the licensor’s brand. Surprisingly, many license agreements do not include specific terms or requirements that reflect key marketing objectives.
By Kirk Martensen
As an active participant in the ‘licensing industry’, I’ve seen a lot of change over the last few years. Celebrities have become licensors, retailers have become licensees, and virtually every market has become more competitive. Something that hasn’t changed for many licensors is the emphasis on royalty revenue.
By Kirk Martensen
Hundreds of new trademark license agreements are developed each year. Corporate or brand extension licensing is visible in more categories than ever before. Given the value of many brands being licensed, use of an effective valuation methodology for brand extension licenses is important for licensors and licensees.