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…
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,…
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…
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…
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,…
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’…
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…