How trademark licensing works A trademark licensing agreement grants a licensee the right to use a trademark or name in conjunction with a product or service, for a prescribed amount of time, and in a specific geographic area for compensation (a defined payment or royalties).
Benefits of Trademark Licensing:
Eliminates the significant financial/time investment to develop a brand name
Customers seek brands they can trust when making purchasing decisions
Enables licensee to compete at a different level (e.g. higher price point)
Enables licensee to compete in new territories
Enables access to new customers
Ability to leverage opportunities with other Honeywell businesses/licensees
