US Trademark law requires that trademark owners control third-party uses of the mark - even if that use is permitted. Permitted third-party uses therefore require license agreements to spell out each party’s rights and obligations, and to demonstrate that the trademark owner is maintaining control of its mark and how it is being used in commerce. Getting these agreements right is the difference between protecting your brand and your company, and losing your trademark rights when challenged by a third-party in the US Patent and Trademark Office or in a court of law.

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