Are you currently a licensee (manufacturer) or licensor (brand owner) or contemplating entering alicensing arrangement? If so, you may have been weighing the business impact and exposure inherent in the definitions, requirements and terms stipulated in the licensing contract. If you have not read the contract language completely or understood it fully you may not be aware of the obligations […]
Tag Archives | brand licensing
Don’t Blame Brand Licensing
Jack Trout in his blog published on BrandingStrategyInsider.com “Licensing: Trouble for Brands” dated February 25, 2008 makes a compelling argument for why not to consider licensing as a method of brand extension. Furthermore, he backs it up with multiple examples of established brands with flawed licensing programs that serve to prove his hypothesis. After reading about Pratt […]
How Do You Use Brand Licensing to Extend Your Brand?
Few 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 […]
