A strong brand makes a lot of money. With a strong brand you sell more products or services, and, in some cases, you get money out of merchandising. A good example is Disney, think of the the dozens of Cars-products, of course very lucrative for Disney.
Another example is the U.S. Air Force, a trademark of the American Air Force. The Air Force provides a large number of licenses to small and large companies for many products. The Air Force earns a nice pocket money (over $ 350,000). A kind of bonus, because the Air Force uses this money for moral and leisure activities for the staff and their families. How nice!
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“Trademark protection gives freedom to do business.”