JULY / AUGUST 2007
Trade mark licensing made easy
Carefully crafted trade mark licences can enrich licensors and licensees, say Oliver Herzfeld and Richard Bergovoy
A trade mark licence can be an important tool for a trade mark owner, enabling it to derive significant rewards from granting a third party the right to use the mark under a licence agreement. In particular, licensors may benefit from increased revenues in the form of advances, minimum guarantees and running royalty payments, without increasing capital expenditures or ongoing expenses; promotion of their trade mark through the licensee's advertising, marketing and sale of the licensed products bearing the trade mark; and extension of the reach of the brand and enhanced protection of the trade mark in the licensed categories.
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