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Licensing feasibility study - used by brand owners to identify licensing opportunities before commencing with a full-scale licensing program. The study can provide informed, unbiased recommendations and create the framework for the licensing plan.
Brand analysis - a critical objective of the strategic planning process is to understand the licensor's brand and core business. This analysis considers a wide range of factors, including
product features, brand image and consumer psychographics.
Licensing plan - provides the key objectives, goals, strategies and tactics required to develop, expand and support the licensing program. Licensors should consider the long-term marketing benefits as well as the financial returns or royalties. Accordingly, the licensing plan should include measurements to determine the total value and ROI of the licensing program. |
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