A Brand Name Licence Agreement is essential when a brand owner wishes to permit another entity to use their brand name and associated intellectual property in a controlled manner. This agreement, governed by English and Welsh law, is commonly used in franchise operations, international brand expansion, or collaborative business ventures. It establishes the framework for brand usage, including quality standards, territorial scope, financial terms, and protection measures, while ensuring compliance with UK trademark legislation and maintaining brand integrity.
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1. Parties: Identification and details of the licensor and licensee
2. Background: Context of the agreement and ownership status of the brand name
3. Definitions: Key terms used throughout the agreement including Licensed Marks, Territory, Permitted Use
4. Grant of Licence: Scope and nature of the licence being granted, including exclusivity status and permitted uses
5. Term and Termination: Duration of the licence and circumstances for termination
6. Royalties and Payments: Financial terms, payment schedules, and calculation methods
7. Quality Control: Standards and requirements for brand usage, approval processes
8. Protection of the Brand: Obligations regarding brand protection, infringement reporting and enforcement
9. Warranties and Indemnities: Legal guarantees and protections for both parties
10. General Provisions: Standard boilerplate clauses including governing law, notices, and entire agreement
1. Territory Restrictions: Geographic limitations on brand usage and territorial exclusivity provisions
2. Sub-licensing Rights: Rights and conditions for granting sub-licenses to third parties
3. Marketing Requirements: Specific marketing obligations, restrictions and approval processes
4. Digital Usage: Terms specific to online and digital use of the brand
5. Minimum Performance Requirements: Minimum sales targets or other performance metrics required to maintain the licence
1. Schedule 1 - Licensed Marks: Detailed list and images of all licensed brand elements and trademarks
2. Schedule 2 - Brand Guidelines: Technical specifications and usage guidelines for the licensed marks
3. Schedule 3 - Royalty Calculations: Detailed methodology for calculating royalties and reporting requirements
4. Schedule 4 - Approved Products/Services: Comprehensive list of products or services covered by the licence
5. Schedule 5 - Quality Control Procedures: Detailed quality control requirements, testing procedures and approval processes
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