However, if no incentive is offered, the licensor may in fact sanction the licensee for doing business with him. When a licensor enters into an exclusive agreement with the sole concern of finding a more successful partner in the same geographical region, it has anchored itself to the weak link. This does not mean that genediasm, renunciation, and any other loss of trademark problems play no role in a brand`s sales contracts. As with any contracting party, the seller is probably asked to give certain assurances and guarantees. For example, the buyer wants to be sure that the prior use of the trademark by the owner has not infringed the rights of another trademark owner. A representation of the bona foi owner`s efforts to prevent geneticism may be requested (although everyone understands that genitism can occur independently of the trademark owner`s efforts to prevent it).