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.
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© 1992 Palgrave Macmillan, a division of Macmillan Publishers Limited
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Hefter, L. (1992). Making Your Brands Work Harder. In: Murphy, J.M. (eds) Branding: A Key Marketing Tool. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-12628-6_5
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DOI: https://doi.org/10.1007/978-1-349-12628-6_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-12630-9
Online ISBN: 978-1-349-12628-6
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