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
  When should a brand be extended outside of its core product category? What are the advantages and disadvantages?

The answers depend on the strength of the brand and the likelihood of consumer appeal in these new categories. The licensing feasibility study is conducted to answer these questions before committing resources to a licensing program. The feasibility study can provide a number of benefits:


assesses brand relevance and appeal
evaluates product category opportunities
identifies resource requirements
reduces risk and expensive missteps

For many brand owners, a thorough feasibility study includes an analysis of:


I.P. (e.g. brand, logo, tag-lines)
core products (past, present and future)
marketing mix (e.g. communications, support level)
channel partners (e.g. distributors, reps, retailers)
consumer segments (current, target)
product category extensions (desirability, viability)

The licensing feasibility study is a business case analysis to determine whether licensing can meet key branding and revenue objectives. The study should include a detailed assessment of the financial and non-financial benefits, critical success factors, costs, and risks involved in developing a licensing program.

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