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
  Concept development refers to the creation of the licensed product positioning.The goal is alignment of the licensed product concept with key market dynamics.

The key objective of the concept development process is to establish the strongest possible product positioning, one that is consistent with the brand while appealing to consumers, retailers and prospective licensees.

Assessment Criteria

  • Brand fit: brand equity, product attributes
  • Appeal to the core consumers of licensor’s product
  • Consumer impressions: in-store, in-home
  • Category perceptions: positive, premium
  • Product usage: frequency, occasions
  • Product relevance, importance, trust
  • Sales volume and trend
  • Advertising and promotional support
  • Category margins to support royalty
  • Complementary distribution
  • Royalty revenue potential
  • Barriers to entry
  • Regulatory and product safety issues

License Sales activities start after the development phase is completed.
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