The Content and Distinctive Features of the Legal Regulation of Trademark Licensing Agreements

As competition intensifies in contemporary commercial relations, trademarks are becoming increasingly important as a means of distinguishing goods. Unlike a trade name, which serves to identify a legal entity, a trademark distinguishes the goods of one undertaking from those of others. Products marketed under a widely recognised and extensively advertised trademark generally enjoy greater consumer confidence due to the recognition of the mark and its established association with a particular manufacturer.