Trademark licence agreement

In a context where the image of a trademark is a strategic asset, many entreprises cherchent à valoriser cet actif immatériel grâce à un contrat de licence de trademark. This legal mechanism makes it possible to build the reputation of a trademark, to reach new markets or to generate income without producing the produits You services concernés.

 

 

Une licence de marque est un contrat par lequel le titulaire (ou concédant) autorise un tiers (licencié) à utiliser la marque dans le cadre de son activité. En échange, le licencié verse une redevance, fixe ou proportionnelle au chiffre d’affaires.

The licence n’entraîne pas transfert de propriété, mais concède un right d’Usage limité (en durée, territoire, produits You services). It may be exclusive or non-exclusive. Unlike a franchise, le contrat de licence ne prévoit pas de transmission de savoir-faire. Le licencié exploite donc la trademark with greater autonomy.

A trade mark must be protected in order to be licensed

To assign the droits to use a trademark, le titulaire must check that it is indeed propriétaire d’un right valable, en procédant à son enregistrement à l’INPI ou à l’EUIPO. La trademark doit être distinctive, licite et disponible.

A trademark non enregistrée peut, en théorie, faire l’objet d’un contrat de licence, mais sans dépôt officiel, la Protection is insufficient. The licencié could then call its obligations into question. To ensure that the droits, a Protection formelle reste indispensable.

Conclure un contrat de licence de marque

Advantages for the proprietor:

1. Generating income through the redevance sans gérer l’exploitation ;
2. Étendre sa notoriété à d’autres territoires ;
3. Tester un marché à moindre coût.

The concédant conserve la propriété of the trademark while monetising a intellectual property. Le contrat governs relations with partners and can support the growth of theentreprise.

Advantages for the licensee:

1. Using a well-known trademark to grow its sales;
2. Profiter d’un cadre légal sécurisé ;
3. Avoiding the investment involved in creating an identity of its own.

The licencié may use the droits de trademark while retaining its independence. This allows a entreprise to start trading quickly without creating a new trademark.

Content of the trade mark licence agreement:

Although writing is not mandatory, a clear contrat is strongly advisable. It should set out:

• The identity of the parties;
• The trademark concernée ;
• The scope of the droits accordés (territoire, produits, services) ;
• The durée of the contrat ;
• The redevance : montant et mode de calcul ;
• The conditions for termination or renewal;
• The obligations of the licencié (qualité, image, conformité) ;
• Specific clauses (non-competition, advertising, sub-licence…).

This contractual framework is essential in order to prevent disputes and to secure theUsage of the trademark.

Précaution

The licence de trademark étant un accord entre entreprises, it may fall within right competition law. Certain clauses, such as excessive exclusivity or resale bans, may be found anti-competitive. The contrat must therefore comply with the legal framework so as to avoid being held void.

A distinction should also be drawn with the licence of the franchise, which is more structured and involves obligations of assistance and transfer of know-how.

Mandatory recordal with the INPI

To be enforceable against third parties, the contrat de licence must be recorded in the national register of marques maintained by the INPI (Article L. 714-7 of the French intellectual property).

Without that formality, the droits of the licencié pourraient être remis en cause, en particulier en cas de cession of the trademark. Le concédant could be held liable if this causes loss to the licencié. L’inscription garantit la Protection of both parties.

En somme, le contrat de licence de trademark is an effective legal tool for monetising an asset of intellectual property. It allows the titulaire You propriétaire of a trademark d’en tirer profit sans perdre ses droits, and allows the licencié to exploit a recognised sign for its own produits You services.

Its success depends on careful drafting, a sound assessment of the legal issues and compliance with the rules of right competition law. Instructing a professional in right permet de sécuriser l’Usage of the trademark, d’assurer la Protection of the parties and to optimise the development strategy of theentreprise.