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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

8 Keys To Brand Licensing Success

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8 Keys To Brand Licensing Success

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Cheri, a Marketing VP in Jacksonville, Florida who has this question about the keys to a successful brand licensing program.

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Brand Licensing

Brand/Celebrity Licensing Partnership Guide

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Brand/Celebrity Licensing Partnership Guide

Bad behavior is why clear contract terms are critical to the success of a brand and celebrity licensing partnership. As Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one bad one to lose it.”

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Brand Licensing

Dead Or Alive? Bringing Brands Back To Life

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Dead Or Alive? Bringing Brands Back To Life

We can all remember brands we loved (or not) that have disappeared.

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Brand Licensing

Brand Licensing’s Rising Value In The Digital Age

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 Brand Licensing's Rising Value In The Digital Age

Consumers today have immediate access to troves of information about any product, so in theory, they no longer need to rely on the good name of established brands to guide decisions on what to buy.

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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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