We first knew them as the cute, loving characters on Full House, but today Mary-Kate and Ashley Olsen are not only the characters in their sitcoms and videos, but also a fashion phenomenon. Their Mary-Kate and Ashley clothing line is manufactured and sold exclusively by Wal-Mart. Mary-Kate and Ashley receive royalties from Wal-Mart in exchange for the use of their names. This is an example of which branding concept?

Question

Business

Gaven Hamilton

12 March, 18:03

We first knew them as the cute, loving characters on Full House, but today Mary-Kate and Ashley Olsen are not only the characters in their sitcoms and videos, but also a fashion phenomenon. Their Mary-Kate and Ashley clothing line is manufactured and sold exclusively by Wal-Mart. Mary-Kate and Ashley receive royalties from Wal-Mart in exchange for the use of their names. This is an example of which branding concept?

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Answers (1)

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Violet Valdez · Answer 1

Licensing

Explanation

Licensing is a contractual agreement whereby one company (the licensor) allows another company to use its trademark for products and services offered by this company (licensee) for a royalty or fee and here royalty was received for the use of name.