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Brand licensing generates new revenue streams and other commercial benefits for brands, with little direct cost. It is important, however, to manage the system so licensing strengthens brand value. Intangible Business researches all the possible opportunities for brand licensing, giving in-depth analysis so informed decisions can be made over which markets to penetrate, which sector to enter and which players to build relationships with.
The opportunities are based on value - which would give the highest return and add most value to the business. Once the brand licensing opportunities have been prioritised, Intangible Business approaches the licensor then negotiates and concludes license agreements. Monitoring the performance of the licensing arrangements and the contribution each makes to the value of the brand overall is an important step to ensuring the brand and business benefits from licensing in the long-term. Short term success can often be damaging to a brand's value and a long term approach is what Intangible Business generally favours.
If you have any questions, or would like us to implement or evaluate your licensing programme, please call us or send us an email.