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In-house lawyers reveal brand licensing strategies

Rani Mehta, New York


Honeywell, Nestlé, Goodyear and Beanstalk explain how brand extension licensing can affect IP strategy and that it can turn infringers into licensees

Branding300Brand extension licensing can allow companies to earn money rather than spend it on marketing, but they need to ensure their licensees reflect well on their brands, according to lawyers. 

Oliver Herzfeld, New York-based general counsel of Beanstalk, a...


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