Brand Licensing

Any company that has ever been a licensee would prefer a simple, constructive, and positive relationship with the brand owner not an adversarial one. It's hard enough battling with your competitors let alone the brand owner; paying royalties for the opportunity adds injury to insult. Here are f...

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Bibliographic Details
Published inThe Licensing journal Vol. 30; no. 9; p. 34
Main Author Feldman, Allan
Format Magazine Article
LanguageEnglish
Published New York Aspen Publishers, Inc 01.10.2010
Subjects
Brands
Guidelines
Licensing
United States > US
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Summary:Any company that has ever been a licensee would prefer a simple, constructive, and positive relationship with the brand owner not an adversarial one. It's hard enough battling with your competitors let alone the brand owner; paying royalties for the opportunity adds injury to insult. Here are four important things that you as a brand owner can do to enhance the ability to license your brand. It will help you get and keep better licensees and in turn achieve stronger market success: 1. Do your homework. 2. Be sure to sell both points of leverage in brand licensing not just one. 3. Offer long term licenses. 4. Be responsive and respectful of your licensees.
Bibliography:ObjectType-News-1
content type line 24
SourceType-Magazines-1
ISSN:1040-4023