Important recent decision in Lodestar Anstalt v
Campari America LLC [2016] FCAFC 92
Brand names are important business assets that need to be
carefully selected, built and managed. One effective way to build
brands is through brand licensing. Licensing of brand assets can be
used to build brands by extending use of the brand to different
product categories or territories where the brand owner does not
have the required manufacturing or distribution resources. Apart
from providing a valuable source of income for the owner, effective
licence activities increase brand value by raising consumer
awareness of a brand, increasing the brand's footprint and
broadening its identity. However, for both business and legal
reasons, the licensing of brands and brand names must be carefully
managed and controlled.
