Geraldo owns a well-known brand and allows henry to sell products with that brand name. geraldo has agreed to:

Geraldo owns a well-known brand and allows Henry to sell products with that brand name. Geraldo has agreed to: product and trade name franchising.
A franchiser is the persn that licenses its know-how, procedures, intellectual property and use of its business model and brand. In our case the franchiser is Geraldo. He gives the rights to sell its branded products and services to Henry, who is called a franchisee.