| Summary: | 碩士 === 國立臺北科技大學 === 智慧財產權研究所 === 106 === Brand management and strategy are very important for the enterprise. Exceptional Brand management and strategy not only can let the enterprise be strong, but also can promote brand value of the enterprise. By establishing great brand strategy, more and more consumers know the brand and buy the product of the enterprise. Trademark licensing is also an important issue for the enterprise. Due to diversification of commerce, trademark licensing is more important than before. Many transactions need to trademark licensing, which can assist industrial division of labor.
As a result, the master thesis mainly researched trademark licensing and expecting to know how the international brand process their brand management and strategy by researching international brand management and strategy. Doing brand management and strategy, the trademark licensing can’t be ignored. Through researching the strategy, agreement, international case of trademark licensing, we can learn the development of trademark licensing and the enterprise’s risk controlling. In order to achieve the purpose of researching, the master thesis will discuss about international brand management and strategy firstly. Then the master thesis will discuss the trademark layout and trademark licensing. Last, the master thesis will research the trademark licensing by the international case.
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