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To reason why anyone would like to "use" his brand is because he was in the spot light when it came to military based story. In the early 90's, 4 of his books were turned into succesful movies (The Hunt for Red October, Patriot Games, Clear and Present Danger and The Sum of All Fears).
Tom Clancy, even back then, was well known as a "Military savy" as he had friends in many part of the military world and liked to talk with them about their work since it helped him in his own work.
As anything, when something gains recognition, others wants to gain from it. The brand "Tom Clancy" in the military based entertainment was seen a bit like the "007" is in the James Bond series since his name was quite recognizable on all his books.
This is nothing new and it's not rare, in many parts of the world, were a popular brand's name is often so much linked toward a precise product that people even start using that brand as the product's general name. Where I live, many people call tissues "Kleenex" (which is a brand) and refrigerators as "Frigidaire" (which is also a brand). That's because, at some point, the market was so much saturated with these particular brands that people found it easier to call it by its catchy brand instead of the real dull name. Marketing also played a big role in it.
At some point, in the 90's, Tom Clancy agreed that his brand could be used for books and other product in which he never worked on. The only "rule" was that the work had to sound authentic and that the general idea had to follow premises or storylines generally in keeping with his own works. In other words, believable military stories with believable technologies.
(Whatever he gain anything from each case is not publicly known.)
That was when the Tom Clancy's brand became more of a "Style" than a "story".