Through ________, one firm sells another firm the right to use a legally protected brand name for a specific purpose for a specific period of time.
A) umbrella branding
B) store branding
C) franchising
D) licensing
E) trademarking

Question

Quizplus · Accepted Answer

The concept described in the question is that of licensing, where one firm grants another firm the right to use its legally protected brand name for a specific purpose and time period. Umbrella branding refers to the use of a common brand name for multiple products by a company, while store branding involves creating a brand name for a particular store or chain. Franchising is similar to licensing but also involves providing a set of guidelines for how the business should operate. Trademarking is the process of legally protecting a specific name, symbol, or design in order to prevent others from using it without permission.

Through ________, One Firm Sells Another Firm the Right to Use