Licensing Best Practice

Given the economic pressures faced by many companies, the need to exploit the value inherent in intellectual property has never been greater. One route which companies can use to capitalise on their brand identity is licensing. However, it takes only one misstep to inflict fatal damage to your brand proposition. Reflecting this, World Trademark Review convened a panel of experts from across the globe to take a strategic look at the factors at play, offer practical advice on the must-have contractual provisions and explain how to avoid common pitfalls. Finnegan partner Brett Heavner provided insight from a U.S. perspective.