What is a trademark licensing?
trademark licensing is a business practice in which the company purchases a license or the right to use, a trademark owned by another company. For example, a doll manufacturer can buy rights to create a doll based on the popular character of a cartoon. The trademark itself, including the rights to the name and form of character, retains a company offering a license. In fact, this company can freely license other items based on the same nature and sometimes other dolls if it allows it to do so under the license agreement on the trademark.
The trade mark indicates the legal ownership of the name, product or concept, almost the same way as copyright indicates the legal ownership of creative work. For example, Walt Disney has a trademark on the name "Disney". Other companies cannot use the name for their own products if they have concluded a trademark license agreement with an entertainment giant. Disney strictly protects his trademarkHow to stand by the trademark licenses. The appearance of a popular trademark can guarantee the sale of a licensed item, although the manufacturer has no other connection with the trademark holder.
The license of the trademark began at the end of the 19th century, when the value of such licensing was first implemented by businesses that tried to increase profitability. Rather than investing money to create a national recognized identity, companies can license trademarks of other companies that have already had such national recognition. License companies, in turn, benefited from the increased exposure of their trademarks. In addition, they could increase their product lines without investing in expensive production concerns such as doll production equipment.
The trademark licensing has become more and more expanded at the end of the 20th and early 21st century. Companies will sometimes license their popular charting grades to hundredsOr even thousands of other companies, as happened with animated cartoons Teenage Mutant Ninja Turtles and The Simpsons . Charles Schulz ' peanuts cartoon characters and superheroes Marvel and DC Comics were also subjects more licensed trademarks, as well as many Disney characters.
In the last decade of the 20th century, large corporations began to finance civic arenas and sports stadiums in exchange for licensing trademarks on behalf of the venue. This increased presence of society in previously public areas was not without controversy. Such a trademark licensing was marked by some as "brandism", the game to the word "vandalism".