Brand
Adding value to your brand: understanding assignment and licensing
By Yasmine EDDAM21 April 2025A strong, well-established and protected brand is much more than just a distinctive sign. It is a precious intangible asset at the heart of your company's value. Beyond its protective role, this brand can become a source of revenue or a strategic lever. How can it do this? Mainly through two contractual mechanisms: assignment, which is equivalent to selling your brand, and licensing, which is equivalent to authorising its use by a third party. Understanding the ins and outs of these two options is essential if you are to make the right decisions and make the most of this asset. This article takes a closer look at trademark assignment and licensing contracts. Trademark assignment: transferring ownership Trademark assignment is the act whereby you definitively transfer ownership of your trademark to another person or company (the assignee), in return for, as far as possible, a fee.
Using and defending your brand: rights, obligations and risks
Commercial, business and competition law, TrademarksCongratulations, your trademark is registered! This is a major step that secures an essential asset of your business. However, the registration certificate is not a trophy to be simply framed and forgotten. Owning a trademark implies active responsibilities to maintain its legal force and commercial value. The real work...What is a brand and why is it essential to your business?
Commercial, business and competition law, TrademarksFor any company, whether new or established, its name, logo and projected visual identity are fundamental. They are often the first point of contact with your customers, the benchmark by which you can be identified in the midst of the competition. But beyond the marketing aspect, these elements can and must be protected...Choosing and registering your trademark: the keys to effective protection
Commercial, business and competition law, TrademarksHave you found the perfect name for your company, the ideal logo that captures the essence of your business? It's an exciting and fundamental step. But before you plunge headlong into printing business cards or creating your website, you need to think about the legal aspects. This...
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