Licensing & brands

The use of licensing to maximise one of a company’s most valuable assets – its brand – is becoming more common. In order for the licensing relationship to benefit all parties, it is essential that professional advice is sought around brand licensing.

Licensing can be used by companies as an effective growth tool, benefitting both the licensors (the brand owners) and the licensees (those seeking to exploit the recognisable product/ service).

Through entering into a licensing agreement, the licensor is able to generate revenue and potentially expand or promote the brand, without making a large capital investment. The licensee benefits from all the previous brand licensing work done to establish the brand in exchange for a financial obligation and agreement to specific terms of use.

What do we do?

In order to work successfully for all parties, such licensing requires skilled, commercial legal advice. Our team advise on all types of brand licensing matters, from licensing to intellectual property and trade mark issues, including:

• image rights agreements
• trade mark licences
• affinity agreements
• author-publisher and editor-publisher agreements
• content licensing agreements.

We also advise clients on the promotion of brands, including:

• advertising regulations compliance
• the lawfulness of advertising campaigns and promotions (including misleading and comparative advertising)
• digital marketing and social media campaigns.

Sometimes relationships unfortunately break down. When things go wrong our IP disputes and commercial litigation teams are highly skilled at enforcing and defending intellectual property rights in all types of disputes, including licensing and branding.

Where are we based and where do we practise?

Our specialist brand and licensing lawyers practise across England & Wales, Northern Ireland and the Republic of Ireland.

Who do we help?

Our team advises businesses from SMEs to major corporate entities on brand licensing issues.