Analysis of markets, product concepts and licensing partners > Feasibility > Annual Plans Selection of licensing partners and negotiation of agreements > Acquisitions > Sales Development of strategies to enhance license relationships > Evaluation > Alignment       The purpose of the brand analysis is to gain a thorough understanding of the trademark or brand history as well as the competitive environment of the licensor’s core products. This involves an evaluation of the licensor’s brand image, brand identity and brand positioning. The brand analysis process includes a variety of key considerations and criteria: Product features: tangible features, performance Perceived quality/value: price, differentiation Brand image: intangible, intrinsic value Brand loyalty: repeat purchasers, price premiums Brand awareness: recognition, recall and knowledge Audience: general population, trade Brand analysis should include assessing the experiences and perceptions of key stakeholder groups (e.g. consumers, trade and prospective licensees). Visit ConceptMentor to learn more.