The authors of the paper discuss the use of a legal institute of trademark in a franchise business concept. Besides addressing the economic aspects. the relevant institute is mostly analysed from the perspective of the needs of the EU Single Market and in the light of Brexit. In the article is devoted special place to the European Union Trademark (EUTM). https://www.alarecre.com/Looney-Tunes-Marvin-the-Martian-Big-Head-Galaxy-S23-Waterproof-Case-p116784/