Canadian supermarket chain Loblaw developed President's Choice brand products to sell exclusively in its stores.The products were so popular the supermarket chain agreed to allow non-competitive retailers in other countries to use the President's Choice brand in exchange for paying a fee.By selling its legally protected brand name to another retailer to use for a period of time,Loblaw has engaged in ________.

Question

Quizplus · Accepted Answer

Loblaw has engaged in licensing by allowing other retailers to use its trademarked brand name in exchange for a fee. This is not copyright infringement as Loblaw owns the legal rights to the President's Choice brand, nor is it market franchising as there is no permanent agreement for the use of the brand. Piggybacking is not a recognized legal term in this context.

Canadian Supermarket Chain Loblaw Developed President's Choice Brand Products to Sell