Brand Licensing

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.

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.”

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

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.

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.