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Brand Licensing

Companies extend their brands via licensing for a variety of reasons. Brand licensing enables companies with brands that have high preference to unlock their brands’ latent value and satisfy pent-up demand. Through licensing, brand owners have the ability to enter new categories practically overnight, gaining them immediate brand presence on store shelves and often in the media. Let’s take a deeper look at the benefits that make licensing so attractive to brand owners.

Brand Licensing

Licensing A Pharmaceutical Brand

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Selena Gomez Celebrity Endorsement

Pharmaceutical companies make substantial marketing investments across the life cycles of their products to build brand power and value in the market. As a result, today’s major pharmaceutical companies have significant equity tied to their brands, making them valuable assets. Layer on positive consumer relationships, said asset takes on even greater value.

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Brand Licensing

Licensing’s Role In Brand Growth

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Licensing's Role In Brand Growth

Licensing continues to be a powerful option for accelerating growth and extending the value of brands, making the decision to begin a licensing program a key consideration at strategy meetings worldwide. For those brands exploring licensing today and what impact it may deliver, consider the following.

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Brand Licensing

Guide To Deceased Celebrity Licensing

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Guide To Deceased Celebrity Licensing

In the world of advertising and licensing, these are great days to be a dead celebrity. Brands are reimagining beloved pop culture icons from previous eras as stars of today’s ads.

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Brand Licensing

Celebrity Brand Licensing: Barry Williams

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Licensing the Greg Brady brand from The Brady Bunch

Barry Williams literally grew up in front of America as Greg Brady, the oldest of the Brady sons on the hit TV show The Brady Bunch. We sought him out to find out more about what it was like to grow up Brady, what brands can learn from a show that has never stopped airing and what opportunities exist with his iconic brand.

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Brand Licensing

Risks Rewards And Brand Extensions

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What To Consider For Strategic Brand Extensions

What do you do if you’re one of the world’s most famous lighter companies and the number of smokers is dropping? If you’re Zippo, you look for ways to capitalize on your ‘cool’ image and extend your brand into products ranging from watches to leisure clothing.

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