A licensee (brand) is a company or individual who has been granted the legal right to use a trademark, logo, or other intellectual property of another company in order to produce and sell goods or services under that brand name. This agreement, known as a licensing agreement, allows the licensee to benefit from the established reputation and recognition of the brand, while the licensor receives a portion of the profits. Licensees are responsible for maintaining the quality and standards of the brand, and must adhere to any guidelines set by the licensor. This partnership between the licensor and licensee allows for the expansion and growth of the brand into new markets and industries.