Bloggers created another type of job: Influencer. They are basically the curators in the digital era. Instead of presenting artworks they present their own discovery in life.
Having sponsored posts may cause the blogger to lose his or her credibilities but at the same time. Brands would only want to collaborative with an established blogger to achieve their goal so does it mean having sponsored posts shows that you are a successful blogger?
When it comes to brand licensing, it is actually rare to see it in any blogs. Most bloggers like Scarlett London produces sponsored blogs. 
Usually big brands are very careful with licensing out their brands, even for high fashion blogger like Susie Bubble she was allowed to post pictures of Chanel’s archive but she does not make direct profit from curate that to viewers, and she can not resell her products to her viewers.
Big brands do collaborate with bloggers and even use fashion bloggers as their model for their campaign. For example, SALVATORE FERRAGAMO hired Nicole Warne AKA Gary Pepper 
and she was granted the right to live stream fashion show on her blog by Valentino. 
I think for brands they do see bloggers as the licensee because they get free publicities from every single blog post and bloggers do not have the rights to reproduce or distribute their products so they would not lose profit.
On the other hand, each blogger has their own brand. When they collaborate with other brands they are also licensing their brand out to the other brand. Like Scarlett London who I have mentioned before. She collaborated with this clothing brand to create her limited edition T-Shirt in this scenario Brand Attic gets the publicities they wanted and Scarlett may have dividends for the product sold.
To read more on this:
- Why the Licensing of Luxury Brands Can Pose a Risk
- SPONSORED BLOG POST RATES: A STEP-BY-STEP GUIDE TO SETTING YOUR PRICE
