Licensing has rapidly become a significant and powerful marketing and brand extension tool Chat's being used in ever more sophisticated ways. The availability of licensed merchandise and products has risen over the last decade as companies realise the value of a brand name. The popularity and familiarity of trademarked brands help everyday products stand out from the crowd and generate additional consumer awareness for the primary brand. Trademark and brand licensing is one of the fastest growing segments of the licensing industry and, according to the Licensing Industry Merchandisers Association (LIMA), was worth ?840 million in 1999.
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