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Brand Licensing

By definition brand licensing is the renting or leasing of an intangible asset. It is also defined as an opportunity to extend value. 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

Managing The Brand Licensing Ecosystem

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Managing The Brand Licensing Ecosystem

If it looks like a duck, swims like a duck, and quacks like a duck, then it probably is a duck. This test implies that a person can identify an unknown subject by observing that subject’s habitual characteristics.

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Brand Licensing

C-Level Brand Licensing Considerations

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C-Level Brand Licensing Considerations

This is one of our favorite topics with board members, specifically when it comes to licensing the corporate brand—or not.

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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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