It means that the licensor grants the licensee the use of the trademark or brand it owns or represents in the form of a contract.

Brand authorization is also called brand licensing. The licensor grants the trademark or brand owned or represented by it to the authorized party in the form of a contract; the authorized party engages in business activities (usually production) in accordance with the provisions of the contract. , sell a certain product or provide a certain service), and pay corresponding fees to the licensor - royalties.

At the same time, the authorizer provides guidance and assistance in personnel training, organizational design, operation and management, etc. Nowadays, brand licensing is no longer an academic field studied by a few special people. Many companies regard brand licensing as an important tool for marketing. It can even be said that brand licensing has become one of the most powerful and effective methods of marketing and brand extension in modern times. , and applied in an increasing variety of ways.

Extended information:

Brand authorization process:

1. The licensor shall supervise the quality of the goods used by the licensee using its registered trademark. The licensee shall ensure the quality of the goods using the registered trademark. If the registered trademark of another person is used with permission, the name of the licensee and the place of origin of the goods must be marked on the goods using the registered trademark.

2. According to the provisions of Article 40, Paragraph 2 of the Trademark Law, if someone is licensed to use another person’s registered trademark, the name of the licensee and the place of origin of the goods must be marked on the goods using the registered trademark.

3. Trademark agency power of attorney signed or stamped by the trademark licensor; trademark licensing application signed or stamped by the trademark licensor; copy of the trademark licensee’s business license or ID card; A copy of the trademark registration certificate; a trademark license contract signed between the trademark licensor and the trademark licensee.

Baidu Encyclopedia-Brand Authorization