U savremenom marketing- menadžmentu brendovi se tretiraju kao instrument i pokazatelј uspjeha preduzeća na tržištu. Licenciranje brenda je značajna kategorija mikro i makro ekonomije u kojoj posluje jer obezbjeđuje rast i razvoj. U razvijenim tržišnim zemlјama licenciranje se sprovodi dugi niz godina. Cilј istraživanja rada je spoznaje značaja marketing strategije licenciranja brenda. Time bi se ukazala potreba za aktivnijim pristupom strategiji brendiranja i investiranja kako bi se zadovolјili interesi preduzeća i potrošača. Predmet analize u radu obuhvatiće koncept licenciranja brenda, te, njegovu primjenu u praksi. Rezultati empirijskog istraživanja biće prikazani komparativnom analizom poslovanja globalnih licenciranih brendova na tržištu na osnovu različitih tržišnih pokazatelјa. Poslјednji dio rada obuhvata tumačenje i klasifikaciju licencnih naknada kao protivvrijednosti prava iskorišćavanja predmeta licence.

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