The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Is this a brand problem you have witnessed?
Common Brand Problem Number 36: Licensing the brand name out to whomever will pay for it
Analysis: While this will generate additional revenues and profits in the short term, it is an unwise practice in the long term.
You should use brand licensing to:
• Extend the brand into new categories
• Expand the meaning of the brand
• Reinforce key brand associations
• Build your brand as a badge
• Bring your brand to life in new ways
Key Point: You should avoid licensing your brand just for short-term gain where it doesn’t make sense. Where the licensing department resides in your organization and what its objectives are will have a large impact on how well licensing is used to build (versus bleed) the brand.
Sponsored By: Marketers Seeking Employment