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Monica Talley, a director in trademark, discusses the importance of growing brand market value and generating revenue through trademark licensing. Trademark licensing allows owners to permit third parties to use their trademarks, benefiting the owners significantly. It is a crucial factor in the value and profit of many brands, with global retail sales of licensed products exceeding $200 billion annually. For brand owners, licensing enhances brand awareness in new product or service categories and facilitates entry into new geographic markets. Traditionally, leading trademark licensors have been found in entertainment, fashion, or luxury industries.