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License development activities should focus on three areas: product category due diligence, concept development and license sales.
Category due diligence - critical part of the brand license development process. It provides much of the industry and category information that will be used to create sales strategies and to assist in the negotiation of license terms.
Concept development - selection and refinement of licensed product categories. It is important to develop licensed product positioning that is consistent with the licensor's brand image and that appeals to consumers, retailers and prospective licensees.
License sales - identification, qualification and negotiation with prospective licensees. The license sales process is typically the most complex and important phase of the brand license development process. |
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