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Monica Talley, a director in trademark services, discusses how to enhance the market value of brands through trademark licensing. This practice allows trademark owners to permit third parties to use their trademarks, benefiting both parties involved. Trademark licensing significantly contributes to the value and profits of many brands, with global retail sales of licensed products exceeding $200 billion annually. It offers brand owners the advantage of expanding brand awareness into new product categories and entering new geographic markets quickly. Traditionally, leading trademark licensors have come from the entertainment, fashion, and luxury sectors.