A merchandise license agreement is a form of a license agreement through which the licensor grants the licensee, the right to use its intellectual property (IP), like fictional characters, logos, films etc. for marketing, distribution and sale of products. Merchandise licensing can be an extra source of revenue wherein the licensor can earn from royalties. The licensor may not have expertise in a certain field, due to which he may engage the licensee to manufacture products using the IP of the licensor.
Merchandise licensing is profitable for both the licensor and the licensee as it provides the licensor with additional revenue and the licensee with profits from the goodwill associated with the licensor's IP.
The key elements of a merchandise agreement are:
A brand extension agreement is a definitive agreement where a company determines to launch new line of products or services under its established brand, by partnering with other companies. The relationship between the company having its established brand and the other company with which it partners to launch the new line of products or services is governed by the brand extension agreement or brand licensing agreement.
Some advantages are:
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