Analysis of markets, product concepts and licensing partners

> Feasibility
> Annual Plans
Selection of licensing partners and negotiation of agreements

> Licensing-in
> Licensing-out
Development of strategies to enhance license relationships

> Licensor
> Licensee

Licensors should consider a number of factors in assessing their licensing “readiness”.


  • Industry segments and related trends
  • Product sales and distribution systems
  • Personnel resources
  • Financial resources


  • Image, equity and positioning
  • Consumer awareness, strength and relevance
  • Advertising and promotion
  • Communications policies and practices

Licensing Support

  • Licensing objectives and strategies
  • Advertising and collateral materials
  • Consumer research studies
  • Trademark registration and infringement programs

Licensing Appeal

  • Existing licensees
  • Brand transferability
  • Product category opportunities
  • Licensee suppor
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