Intellectual PropertyTrademarks
Trademark Licensing and Quality Control: Naked Licensing, Abandonment, and Brand Integrity
A trademark is not property in the ordinary sense; it is a promise about source and consistency, and a license that abandons control abandons the promise. This article explains why trademark licensing carries a quality control obligation that patent and copyright licensing do not, what courts actually require to satisfy it, and how a mark can be forfeited by a licensor who never intended to give anything up. It works through the leading naked licensing decisions, the three routes to establishing adequate control, and the evidence that decides the question years later. It then covers the drafting choices that matter — scope, standards, approvals, audits, sublicensing, termination, and sell-off — along with assignment in gross, licensee estoppel, the bankruptcy consequences after Mission Product Holdings, and the franchise law trap that catches ordinary trademark licenses. A running example follows one brand through a good license and a bad one.