If Mark pays the Hershey Company for the right to use its name on his line of T-shirts, then Mark is using which strategy?
A. Manufacturer's branding
B. Licensed branding
C. Co-branding
D. Private branding
E. Line extension
Answer: (B) Licensing a brand means giving another firm the right to a trademark and/or brand name in exchange for a yearly fee (royalty). Therefore, licensed brand (B) correctly describes Mark's brand sponsorship strategy.