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 licensing plan delineates the strategies, tactics and resources required to achieve the objectives and goals of the licensing program. The plan for a brand extension licensing program should include the following elements:
  • Vision and mission statements
  • Objectives, goals, strategies and tactics
  • Preliminary category analysis and sales strategies
  • Competitive analysis
  • Product categories and concepts
  • Licensee and retailer selection criteria
  • Licensing sales and marketing materials
  • Product standards, specifications and guidelines
  • Testing/safety requirements
  • Licensing marketing programs
  • Licensee support programs
  • Resource requirements
  • Budget and financial projections
  • Licensing return valuation
  • Detailed 90-day action plan
  • Approval/sign-off from senior management

See Keys to Licensing Success to learn more.

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