This paper analyzes, from the point of view of the intermediator, the negotiation process of manufacturing and distribution licenses between European brands and Latin America manufacteurs. The focus of the study is the international negotiation techniques and brand licensing. For research, the case study method was used, though in-depth interview with three companies, each representing one of the trading participants, namely: Na intermediator enterprise license negotiations, a licensee (manufacturer) and a licensing company (brand). The main results were the use of collaborative strategy by brand, manufacturer and intermediator as the Best strategy for a successful and long term relationship between the parties. The concession strategy should also be used by the manufacturer in some points of negotiation. Negotiators from the intermediary company of the negociation should be effective and intuitive, while the negotiators of the brand and manufacturer must have an analytical profile.