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Monica Talley, a director in trademark, discusses growing brand market value and revenue through trademark licensing. Trademark licensing allows owners to permit third parties to use their trademarks, benefiting both parties. This practice significantly drives value and profit for many brands, with global retail sales of licensed products exceeding $200 billion annually. It helps brand owners extend awareness into new product categories and enter new geographic markets quickly. Traditionally, major trademark licensors have been in entertainment, fashion, or luxury sectors.