Trademark Transactions

The most common trademark transactions involve the licensing of trademarks to other parties who then use the trademark (and the brand equity in the trademark) to leverage the sales of their own products. These licensed trademarks may totally replace the licensee’s brand on the product or may be used in connection with the licensee’s own brand in a promotional context. Trademarks may also be sold outright in situations where a brand has been discontinued or when the company holding the brand is distressed or in bankruptcy.

Sample Transactions

  • A manufacturer of knives receives a license to place the trademark of a well-known motorcycle manufacturer on its products
  • A corporation enters into a sponsorship agreement with a major sports event and receives the right to use the trademark of the event
  • Two corporations enter into a joint promotional agreement to offer a co-branded game experience to consumers
  • A company in distress sells its unused trademarks for a substantial sum
  • A company extends its brand into new product areas by licensing its trademarks

Range of Services

We provide the full range of services needed to initiate and close transactions of this type, including but not limited to:

  • Conducting a review of the client’s trademark portfolio
  • Analyzing the value of the portfolio and the costs attendant with realizing its full value
  • Formulating a strategic approach for realizing the portfolio’s full value, including an analysis of possible brand extensions
  • Soliciting third parties to enter into the proposed transaction
  • Leading or assisting in the transaction negotiations
  • Assisting in the finalization of the contract for the transaction