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Making Your Brands Work Harder

In: Branding: A Key Marketing Tool

Author

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  • Laurence Hefter

Abstract

Both franchising and collateral exploitation of trademarks are forms of the broad practice of trademark and service mark licensing. (For the sake of simplicity, trademarks and service marks will be discussed under the broad term trademarks.) Trademark licensing, in general, is the practice of permitting others to use one’s trademarks on approved goods under terms which enable the trademark owner to control the quality of the licensed goods.

Suggested Citation

  • Laurence Hefter, 1992. "Making Your Brands Work Harder," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, edition 0, chapter 5, pages 51-58, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-12628-6_5
    DOI: 10.1007/978-1-349-12628-6_5
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