The Licensor can be obliged to: (1) fund, commission and implement appropriate market surveys and research into the use of the trade marks, (2) monitor the relevant markets and the activities of competitors in order to identify any matter, activity or threat that could have an impact on the trade marks, (3) maintain an appropriate program for the protection of Intellectual Property Rights including brand maintenance and registration, market surveillance, cease-and-desist actions and related enforcement activities.