The Seattle Seahawks franchise in the National Football League is able to use the slogan "12th man" (on products) under a legal agreement with the slogan's legal owner (Texas A&M University) called a(n) __________. This agreement grants one party, such as Texas A&M University, exclusive ownership rights over a brand name, a slogan such as "12th man," or logo that it may in turn grant to another party (the Seattle Seahawks) for use, typically in return for payment of royalties. trademark brand identity logo rental program brand logo brand name