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Brands, Trademarks, & Logos

Horizontales
Type of license where the licensor cannot grant licenses to third parties.
Legally identifies ownership of pieces of work such as movies, music, and literature.
The type of license that allows the licensor to retain the right to use the licensed property and the right to grant additional licenses to third parties.
In the example "the Jags sells its brand to Nike to produce sports outerwear with its image or symbol", who is the licensor?
Everything tangible and intangible that represents a business and gives its logo meaning.
Verticales
The party who receives the use of a brand.
A symbol made up of text and/or images that identifies a business.
Refers to the business practice where a company sells its brand to another company to promote its products.
A device that legally identifies ownership of a registered brand, trade name, design, or logo.
In the example "the Jags sells its brand to Nike to produce sports outerwear with its image or symbol", who is the licensee?
The party who grants the use of a brand.