1. International exchange of scientific - technical knowledge 1

2. Plan; International exchange of scientific - technical knowledge What is license Types of Licensing Intellectual Property and Licensing International Licensing Agreements Contracts Clauses of the Intellectual Property’s Protection Franchising: International Licensing Pitfalls 2

3. International exchange of scientific - technical knowledge In today's stage of the scientific - technological revolution exchange of scientific - technical knowledge in a world of increasingly expanding and becoming necessary as at the State level and at the enterprise level. 3

4. Deepening of the international division of labor will inevitably lead to the development of scientific - technical cooperation, international specialization and cooperation in this area. 4

5. Currently, the annual volume of international trade of scientific - technical knowledge is about 15 billion.. dollars and the cost of products produced with their use - more than 330 billion. usd.. 5

6. What is license Licensing is the process of leasing a legally protected (that is, trademarked or copyrighted) entity – a name, likeness, logo, trademark, graphic design, slogan, signature, character, or a combination of several of these elements. 6

7. The entity, known as the property or intellectual property, is then used in conjunction with a product. Many major companies and the media consider licensing a significant marketing tool. 7

8. Entertainment, sports and fashion are the areas of licensing that are most readily apparent to consumers, but the business reaches into the worlds of corporate brands, art, publishing, colleges and universities and non-profit groups, to name a few. 8

9. Licensing can extend a corporate brand into new categories, areas of a store, or into new stores overall. Licensing is a way to move a brand into new businesses without making a major investment in new manufacturing processes, machinery or facilities. 9

10. Corporate trademark and brand licensing The licensing of company names, logos, or brands (referred to as corporate trademark/brand licensing) is one of the fastest-growing segments of the licensing business. Much of the growth is spurred by the fact that licensing provides enormous strategic, marketing and earning benefits to both licensor and licensee. 10

11. Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to the smallest of small business. 11

12. Types of Licensing Art Character (Entertainment, TV, Movie) Collegiate Fashion Music Non-profit (Museum, Charities) Sports (Leagues, Individuals) Trademarks/Brands Publishing Other 12

13. Intellectual Property and Licensing Definitions Copyrights: legal rights to an artistic or written work Trademarks: the legal right to use a name or symbol; that identifies a firm or its product 13

14. Patents: governmental grants to inventors assuring them of the legal right to produce, use and sell their invention for a period of years 14

15. International Licensing Agreements International licensing agreements: contracts by which the holder of intellectual property will grant certain rights in that property to a foreign firm to use for a period of time under certain conditions in return for a licensing fee How does this work as a business model? Technology transfer: exchange of technology and know how between firms in different countries through licensing 15

16. Contracts Clauses of the Intellectual Property’s Protection Geographic limit Field of use limitations Output/ customer restrictions Confidentiality Ownership/use Disclose improvements Grant back Termination Non competition 16

17. Franchising: International Licensing Pitfalls Duration Royalty Trademark protection Competition laws Tied purchase Geographic exclusivity Repatriation 17 Counter trade Tax laws Language problems Disclosure

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