Licensed brand
A licensed brand is a form of business where the brand holder allow the brands use, at a cost, by an operator. This process allows the operator to lead the consumer to believe they are trading with a familiar brand rather than the operator, and it allows overseas brands to gain a foothold in the local market.
Unlike a franchise, the operator has no need to buy wholesale products from the brand owner. This means franchising is better for restaurants, where getting the right recipe is key to success, but for other stores, the customer may be unlikely to notice the difference.
Welcome Break use the American chain Days Inn under licence, and for a while they ran all Days Inn hotels in the UK under that arrangement, including one in Central London. This is a good example of a brand which can trade fine without using the official stock.