IP Licensing · glossary
The custom and reputation that bring buyers back to a brand. Clause 10.1 gives Kelderwick IP all the goodwill from the Sheffield company's use of the marks. So the factory builds Kelderwick's name, not its own, and gains no right to the name when the licence ends. Licence 10.1 · Chapter 3 · see Rebranding Plan
Explained in Chapter 3, Trade Marks and the Rebrand, of IP Licensing.
A brand gathers goodwill as it is used: the good name that brings customers back. Two more years of good pumps sold under the old name will add to it.Read Chapter 3, Trade Marks and the Rebrand →
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