flevyblog

Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.
MANAGEMENT & LEADERSHIP STRATEGY, MARKETING, SALES OPERATIONS & SUPPLY CHAIN ORGANIZATION & CHANGE IT/MIS Other

How Do You Use Brand Licensing to Extend Your Brand?

Editor's Note: Take a look at our featured best practice, Digital Transformation Strategy (145-slide PowerPoint presentation). Digital Transformation is being embraced by organizations across most industries, as the role of technology shifts from being a business enabler to a business driver. This has only been accelerated by the COVID-19 global pandemic. Thus, to remain competitive and outcompete in today's fast paced, [read more]

* * * *

Shelves_of_Gain_detergentFew companies use brand licensing to extend their brands into new categories. Those that do, including Coleman, Newell Rubbermaid, and P&G, have successfully delivered millions of products a year into the marketplace by leveraging the competencies, resources and distribution networks of hundreds of manufacturers throughout the globe.

Up until now, licensing has been a nice to have tactic for companies to extend their brands.  With the recent recession and dynamic changes in the retail landscape, it is now an economic necessity for companies who plan to grow profitably in the 21st century. Before any successful licensor like P&G enters a new category with their brand, they go through a disciplined and systematic process to determine the categories in which their brand should play and what approach–manufacturing, sourcing, acquisition, or licensing–they should employ to enter the marketplace.  Of course, brands owned by Coleman, Newell Rubbermaid and P&G are rich in brand equity, making them desirable by consumers and manufacturers alike, a prerequisite before launching any brand licensing program.

So, have you ever considered extending your brand via licensing? If you have, you may have considered the benefits of brand licensing and felt strongly about taking advantage of these benefits. After all, what brand owners would choose not to connect with their consumers faster than they could organically?  Or, who wouldn’t want to leverage a licensee’s resources to market their brand?  What about the opportunity to protect your brand’s trademark in a particular category that would otherwise be at risk?  That’s important, too. Right? And, of course, the chance to earn royalty revenue to reinvest in marketing or to strengthen the company’s operating income is compelling all by itself.  But, how do you really know whether your brand is ready to be licensed before you commit the time and resources to launch a brand licensing program?

Based on our experience and industry knowledge having extended the world’s greatest brands into new categories via licensing, we have developed a highly facilitated, day-long workshop designed to assist you in getting the clarity you need before moving forward.  We start by determining what categories your brand is ready to be extended into and then utilizing our proprietary evaluation process, we assist you in selecting which of these categories is best suited to be extended via licensing.  As success of any brand licensing program is contingent upon you, we have structured our program to gain consensus amongst your organization’s management and marketing leadership.  That way you can begin implementing your findings immediately.

Our workshop makes certain your brand’s positioning, architecture and consumer perceptions are the focal point in making brand licensing decisions.  We do this by:

  • Determining the value of your brand from an awareness and perception perspective
  • Identifying and or verifying categories your brand has permission to extend into
  • Evaluating which of these categories should be extended through licensing
  • Prioritizing the categories to ensure you are capitalizing on your best market opportunities

Specific research is a critical and necessary input to this workshop.  Accordingly, we build the research into the workshop’s pre-work phase so that the workshop can be utilized to build consensus and make key decisions.  The research is designed to answer the following questions:

  • What is the awareness level of the brand?
  • What are the perceived strengths and weaknesses of the brand, by target segment?
  • What new categories does the target segment want to see the brand in?
  • What is the market attractiveness of these categories?

We include educational components throughout the day so that all participants are speaking a common language.  For example, we make sure participants understand the brand’s architecture and its components including: product attributes, functional benefits, emotional benefits and higher order brand identity.  We also ensure participants are clear and aligned on their brand’s positioning statement.  Finally, we review:

  • What is brand licensing?
  • What are its benefits?
  • What are the common pitfalls?
  • What is the brand licensing process?

The deliverable is a consensus on whether the brand is ready to be licensed into new categories and if so, provides a list of the top categories that represent the best opportunity to extend the brand through licensing. That way you know how to extend your brand via licensing so you can take advantage of this critical go to market tactic.  And, because the brand’s vitality and essence are critical to its long-termhealth we work with the team throughout the workshop to ensure that every category selected by definition reinforces the brand’s position.  While the group can be larger, we generally plan for attendance by 8 to 10 key organization stakeholders, including the organization’s leadership. This workshop is lead by renowned brand licensing expert Pete Canalichio.

32-slide PowerPoint presentation
The Business Case is an instrumental tool in both justifying a project (requiring a capital budgeting decision), as well as measuring the project's success. The Business Case model typically takes the form of an Excel spreadsheet and quantifies the financial components of the project, [read more]

Do You Want to Implement Business Best Practices?

You can download in-depth presentations on 100s of management topics from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives.

For even more best practices available on Flevy, have a look at our top 100 lists:

These best practices are of the same as those leveraged by top-tier management consulting firms, like McKinsey, BCG, Bain, and Accenture. Improve the growth and efficiency of your organization by utilizing these best practice frameworks, templates, and tools. Most were developed by seasoned executives and consultants with over 20+ years of experience.

Readers of This Article Are Interested in These Resources


407-slide PowerPoint presentation
This is a very comprehensive document with over 400+ slides--covering 58 common management consulting frameworks and methodologies (listed below in alphabetical order). A detailed summary is provided for each business framework. The frameworks in this deck span across Corporate Strategy, [read more]


 
1150-slide PowerPoint presentation
 
 
103-slide PowerPoint presentation

About Pete Canalichio

Pete Canalichio is an expert with over 20 years of global experience in the areas of Brand Strategy and Brand Licensing, working with brands such as The Coca-Cola Company and Newell Rubbermaid. Recognized as a leading expert, he is frequently asked to speak at branding and licensing conferences and leading business schools globally. He is a series of brand licensing and strategy frameworks and webinars available on Flevy here.

, ,



Complimentary Business Training Guides


Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function

  

  

  

  

  

The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.
  


OUR CORE OFFERINGS
Flevy Marketplace: Top 100
· Strategy & Transformation
· Digital Transformation
· Operational Excellence
· Organization & Change
· Financial Models
· Consulting Frameworks
· PowerPoint Templates
FlevyPro (Subscription Service)
KPI Library
Streams (Functional Bundles)
Flevy Executive Learning (FEL)
PowerPoint Services

FREE Resources

About Flevy
Management Topics
Marcus (AI-Powered Consultant)
Partner Program
LinkedIn Influencer Marketing
FAQ / Terms / Privacy / Blog
Contact Us: support@flevy.com



CONNECT WITH US!
       
TOP 100 TRENDING TOPICS
Acquisition Strategy
Agile
Analytics
Artificial Intelligence
Balanced Scorecard
Best Practices
Big Data
Breakout Strategy
Business Continuity Planning
Business Plan Financial Model
Business Transformation
CMMI
COBIT
Change Management
Cloud
Communications Strategy
Company Financial Model
Competitive Advantage
Competitive Analysis
Consulting Frameworks
Continuous Improvement
Core Competencies
Corporate Culture
Cost Reduction Assessment
Customer Experience

BROWSE BY FUNCTION
Strategy, Transformation, & Innovation
Digital Transformation
Operational Excellence and LSS
Organization, Change, & HR
Management Consulting

Customer Journey
Customer Service
Cyber Security
Data Privacy
Decision Making
Digital Marketing Strategy
Digital Transformation
Digital Transformation Strategy
Due Diligence
ESG
Employee Engagement
Employee Training
Enterprise Architecture
Growth Strategy
HR Strategy
Hiring
Hoshin Kanri
ISO 27001
ITIL
Information Technology
Innovation Management
Integrated Financial Model
Kaizen
Kanban
Key Performance Indicators

ADDITIONAL RESOURCES
Business Strategy Frameworks
Case Studies
Consulting Training Guides
COVID-19 Trend Data
Digital Transformation
Financial Advising Services (FAS)

Knowledge Management
Leadership
Lean
Lean Manufacturing
Logistics
M&A (Mergers & Acquisitions)
Manufacturing
Market Research
Marketing Plan Development
Maturity Model
McKinsey PowerPoint
McKinsey Templates
Operational Excellence
Organizational Change
Organizational Design
Performance Management
Post-merger Integration
Pricing Strategy
Process Improvement
Process Maps
Procurement Strategy
Product Launch Strategy
Product Strategy
Project Management
Quality Management


Free Resources
KPI Library
Lean Management
Lean Six Sigma Training Guides
Marcus Insights
Operational Excellence

Real Estate
Remote Work
Restructuring
Risk Management
Robotic Process Automation
SWOT
SaaS
Sales
Scrum
Service Design
Six Sigma Project
Social Media Strategy
Strategic Planning
Strategic Thinking
Strategy Development
Supply Chain Analysis
Sustainability
Target Operating Model
Team Management
Total Productive Maintenance
Value Chain Analysis
Value Creation
Value Stream Mapping
Visual Workplace
Workplace Safety


Product Strategy
Small Business Owner
Startup Resources
Strategic Planning
Strategic Planning Process
Value Innovation Strategy


© 2012-2024 Copyright. Flevy LLC. All Rights Reserved.