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Why Do Companies Expand Their Brands Via Licensing?

A licensing agreement authorizes a company which markets a product or service (a licensee) to lease or rent a brand from a brand owner who operates a licensing program (a licensor). Companies who know their brands well have a good understanding of the equity of the brand. A brand’s equity is derived from the awareness…

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What Are the Expectations of Licensors and Licensees?

Licensors expect that the licensee will be committed to investing in the category they license. This means they will work hard to understand the essence of the brand and develop their licensed product in a way that captures that essence. In other words, the licensed products should connect with the consumer both functionally and emotionally….

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What Makes Coca-Cola Shoes So Popular?

When thinking about Coca-Cola the first thing that comes to most people’s minds is a dark fizzy drink. However, for Brazilians that may not necessarily be the case. When visiting Brazil, one might be shocked to see the Coca-Cola logo on things other than refreshing drinks. The Coca-Cola Company has defied conventional thinking by expanding…

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10 Best Things About Brand Licensing

Brand Licensing enables:     Brand Managers to extend their brands with minimal investment.  Through a licensing arrangement, third party manufacturers are responsible for everything from product development to inventory management to store replenishment.    The brand to obtain supplementary marketing support.  For the right to use the brand in their category, the manufacturer must agree to…

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Is Your Brand In A Position To Expand? Ask Mr. Clean.

Brand expansion has become a top priority for many brand owners who intend to increase revenue and broaden their presence by capturing additional segments in the market. While many brand owners are adamant about expansion, many others still face a common dilemma, “At what point should we expand?” For some, this answer may come easy,…

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Event Licensing

Brand licensing is a common approach brand owners and licensees use to build awareness, extend reach, and optimized opportunity. Event licensing, like traditional brand licensing, not only creates brand awareness in the minds of those outside the realm of the brand’s primary category, but it also presents a platform to build personal relationships with consumers…

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Top Seven Attributes Found In Best-In-Class Licensees

Top Seven Attributes Found In Best-In-Class Licensees Building a successful brand licensing program takes a great brand, hard work, dedication, and a best-in-class licensee. However, many brand owners are unfamiliar with which attributes qualifies a licensee as “best-in-class.” This lack of knowledge is one of the many reasons why great brands struggle to reach their…

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Kylie Jenner Out Does Big-Name Cosmetic Brands

Though the Kardashian household has been in the limelight for over a decade, one never could have foreseen the success of the youngest of six, Kylie Jenner. With Jenner’s thriving cosmetic line, Kylie Cosmetics, she is positioned to become the youngest self-made billionaire the world has ever seen. This is great news for Ms. Jenner,…

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Brand Licensing Optimization – Eight Categories To Consider

Whether your brand licensing practice is decades old or just beginning, knowing its level of optimization is critical to the long-term health and vibrancy of your brand.  A fully optimized program ensures all licensed product reinforces the brand’s positioning, that consumers have access to the licensed product through designated retail channels authorized in each licensees’…

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How Do You Determine Whether A Market Is Ready For Brand Licensing?

When traveling in Mumbai, India, I had the opportunity to attend the Brand Licensing India conference. Considering brand licensing is a relatively new industry in India, topics such as “best licensing practices” and “the intricacies of the Indian brand licensing industry” triggered some stimulating discussions. For those familiar with the Indian market, it comes as…


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