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Monica Talley, a director in trademark, discusses enhancing brand market value and generating revenue through trademark licensing. This practice allows trademark owners to permit third parties to use their trademarks, benefiting both parties. Trademark licensing significantly contributes to brand value and profits, with global retail sales of licensed products exceeding $200 billion annually. It appeals to brand owners since it enables them to expand brand awareness into new product categories and geographic markets that may not be achievable independently. Historically, leading trademark licensors have been in entertainment, fashion, and luxury sectors.
