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In this tutorial, Monica Talley, a director in trademark, discusses how to increase brand market value and revenue through trademark licensing. Trademark licensing allows a trademark owner to permit a third party to use its trademarks, benefiting the owner. It's a significant contributor to brand value, with global retail sales of licensed products exceeding $200 billion annually. Licensing is appealing to brand owners as it helps extend brand awareness into new product categories and enables swift entry into new geographic markets. Historically, leading trademark licensors have belonged to sectors such as entertainment, fashion, or luxury goods.