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
  The market analysis or category due diligence is a critical part of the brand license development process. It provides the information that is used to develop product concept positioning, create sales strategies and assist in the negotiation of license terms.

The category due diligence process should include an analysis of secondary market research and often involves extensive channel interviews:

  • manufacturers, suppliers and prospective licensees
  • sales reps, distributors and retailers
  • trade associations and governmental agencies
Information from a wide range of sources should be collected and analyzed to identify key drivers and leverage points.

  1. Industry
  2. Product
  3. Consumer
  4. Marketing
  5. Manufacturers
  6. Distributors, reps and/or brokers
  7. Retailers

See Category Due Diligence Criteria to learn more.
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