The appearance of the Chee-tos cheetah, a character that appears on bags of Chee-tos, on sweatshirts, book bags, and notebooks manufactured by other companies costs Frito-Lay little, and benefits the chip manufacturer promotionally. This use of the Frito-Lay trademark by another firm that does not own the trademark is called:

Question

Quizplus · Accepted Answer

Trademark licensing is the correct term for when a company allows another firm to use its trademark on products, often for promotional benefits or as a revenue stream. In this case, Frito-Lay allowing other companies to use the Chee-tos cheetah on various merchandise is an example of trademark licensing.

The Appearance of the Chee-Tos Cheetah, a Character That Appears