BRAND LICENSING
\bɹˈand lˈa͡ɪsənsɪŋ], \bɹˈand lˈaɪsənsɪŋ], \b_ɹ_ˈa_n_d l_ˈaɪ_s_ə_n_s_ɪ_ŋ]\
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The process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory. Licensing is used by brand owners to extend a trademark or character onto products of a completely different nature.
By Henry Campbell Black
