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Brand Licensing

Licensing means give other people to use the company brand, but that person has to pay certain amount (leasing fee or royalty) in exchange for the brand image.

For example: McDonald, KFC, SevenEleven, etc they 'lease' their brand image in exchange for the loyalty fee. McDonald for example, they basically not only 'lease' their name but also their secret recipe.

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Brand Management

Category: Business

Total terms: 17

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  • dnatalia
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