In modern marketing management, brands are treated as an instrument and an indicator of a company's success in the market. Brand licensing is a significant category of micro and macro economy in which it operates because it provides growth and development. In developed market countries, licensing has been carried out for many years. The aim of the research is to understand the importance of the marketing strategy of brand licensing. This would indicate the need for a more active approach to branding and investment strategies to meet the interests of businesses and consumers. The subject of analysis in the paper will include the concept of brand licensing, and its application in practice. The results of the empirical research will be presented by a comparative analysis of the operations of global licensed brands in the market based on various market indicators. The last part of the paper includes the interpretation and classification of license fees as the equivalent of the right to use the subject of the license.

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