Wal-Mart just unveiled a new online shop for officially licensed military-branded products. “The trademark licensing program leverages the importance of pride, performance and personal development to build brand awareness and create multiple touch points for Americans to show support to the U.S. Army,” remarked Paul Jensen, director of U.S. Army trademark licensing.

A business’s trademarks are among its most valuable assets.  (A trademark is a word, phrase, symbol or design – or a combination of those – that identifies or distinguishes the source of goods of one party from those of others.) A well-structured trademark licensing agreement can enhance brand equity and secure revenues and profit. Trademark licensing covers displaying, purchasing, selling, and manufacturing goods or services bearing trademarks. Through strategic trademark licensing arrangements, brand owners can not only increase brand awareness and protect their label but also generate significant income.

The Fashion Law Conference in New York City February 9, 2018 will explore the important role of trademark licensing, which can be a significant part of a company’s overall business strategy. Register today for this illuminating conference covering law, finance, marketing, and design at http://www.fedbar.org/Education/Calendar-CLE-events/2018-Fashion-Law-Seminar.aspx.

Trademark licensing is an agreement between a trademark owner (“licensor”) and a third party (“licensee”) wherein the licensor consents to the licensee using its trademark in commerce based on mutually agreeable terms. Trademark Licensing: Latest Litigation and Best Practices will examine recent decisions in the United States and abroad relating to trademark licensing. Panelists Maria Vathis (Of Counsel, Bryan Cave), Viviana Mura (Luxottica Group), and Ashlee Froese (Principal, Froese Law) will provide best practices in negotiating trademark licensing deals.

Fashion Law speakers will discuss how to formulate, implement, and execute worldwide trademark and protection strategies. Panelists specialize in working with trademark owners/licensors, as well as licensees, in structuring licensing deals to leverage client’s valuable trademarks and secure their competitive advantage. They will provide a deep understanding of brand protection strategies as well as address the following themes as they relate to trademark licensing:

  • Quality control considerations
  • Trademark infringement
  • Joint ventures and strategic alliances
  • Scope of the license, territory, and other restrictions on usage
  • Acceptable uses of the trademark
  • Supply/distribution considerations
  • Resolution of trademark licensing disputes
  • Renegotiation of trademark licenses and franchising
  • Risks associated with trademark licensing deals

Learn about monetizing trademarks and enhancing brand equity through well-structured trademark licensing contracts. Trademark licensing, along with innovation and creativity, can result in deals that help ensure your clients maximize their intellectual property rights.

The Federal Bar Association’s 5th Annual Fashion Law Conference features an impressive lineup of attorneys and judges who will discuss the advancement of fashion law in today’s globalizing world. Join legal professionals and industry representatives on Friday, February 9 in New York City at the Theresa Lang Center at The New School for a valuable discussion on trademark licensing.

Save on registration using early bird rates available only until December 29, 2017.  To attend the Fashion Law Conference in New York City, sign up at http://www.fedbar.org/Education/Calendar-CLE-events/2018-Fashion-Law-Seminar.aspx.


Stacy Slotnick, Esq. holds a J.D., cum laude, from Touro Law Center and a B.A., summa cum laude, from the University of Massachusetts Amherst. She performs a broad range of duties as an entertainment lawyer, including drafting and negotiating contracts; addressing and litigating trademark, copyright, patent, and other IP issues; and directing the strategy and implementation of public relations, blogging, and social media campaigns.