In franchising, the payment commonly made to a franchisor for trademark use is a royalty.
A royalty is compensation for permission to use intellectual property, such as a trademark, brand name, copyrighted material, patent, or proprietary system. In a franchise, the trademark is only one part of the relationship: the franchisee also receives access to an operating model and usually substantial guidance or control from the franchisor.
Franchise royalties are often calculated as a percentage of the franchisee’s sales and paid monthly or at another regular interval. The exact structure varies. Some agreements use a fixed periodic amount, a percentage of gross revenue, or a combination of charges. An initial franchise fee is separate from the ongoing royalty in many contracts.
The distractors describe different commercial concepts. A rebate is a refund or discount, a deposit is money held as security or advance payment, and a dividend is a distribution of company profits to shareholders. A royalty is therefore the canonical answer for trademark-use compensation in this context.