{"id":1205,"date":"2015-01-07T16:15:54","date_gmt":"2015-01-07T21:15:54","guid":{"rendered":"http:\/\/flevy.com\/blog\/?p=1205"},"modified":"2015-01-07T16:16:17","modified_gmt":"2015-01-07T21:16:17","slug":"how-do-you-use-brand-licensing-to-extend-your-brand","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/how-do-you-use-brand-licensing-to-extend-your-brand\/","title":{"rendered":"How Do You Use Brand Licensing to Extend Your Brand?"},"content":{"rendered":"

\"Shelves_of_Gain_detergent\"Few companies use\u00a0brand<\/a>\u00a0licensing<\/a>\u00a0to 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.<\/p>\n

Up until now, licensing has been a nice to have tactic for companies to extend their brands.\u00a0 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<\/sup>\u00a0century. Before any successful\u00a0licensor<\/a>\u00a0like 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.\u00a0 Of course, brands owned by Coleman, Newell Rubbermaid and P&G are rich in\u00a0brand equity<\/a>, making them desirable by consumers and manufacturers alike, a prerequisite before launching any brand\u00a0licensing program<\/a>.<\/p>\n

So, have you ever considered extending your brand via licensing?<\/em> If you have, you may have considered the\u00a0benefits of brand licensing\u00a0and 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?\u00a0 Or, who wouldn\u2019t want to leverage a\u00a0licensee<\/a>\u2019s resources to market their brand?\u00a0 What about the opportunity to protect your brand\u2019s trademark in a particular category that would otherwise be at risk?\u00a0 That\u2019s important, too. Right? And, of course, the chance to earn royalty revenue to reinvest in marketing or to strengthen the company\u2019s operating income is compelling all by itself.\u00a0 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?<\/p>\n

Based on our experience and industry knowledge\u00a0having extended the world\u2019s 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.\u00a0 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.\u00a0 As success of any brand licensing program is contingent upon you, we have structured our program to gain consensus amongst your organization\u2019s management and marketing leadership.\u00a0 That way you can begin implementing your findings immediately.<\/p>\n

Our workshop makes certain your brand\u2019s positioning, architecture and consumer perceptions are the focal point in making brand licensing decisions.\u00a0 We do this by:<\/p>\n