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
  We focus on brand licensing and believe it is important to have a long-term perspective and orientation. We also understand the need for measurement and accountability. Whether developing a multi-faceted program or a single new business, success in brand extension licensing must include all of these elements.

Long-term perspective and orientation is a fundamental principle and requirement for developing enduring brand extension licenses. Companies seeking speed and/or royalty revenue often compromise the long-term ROI for short-term gains. Aggressive, revenue driven objectives are often at odds with brand extension or conflict with developing optimal new products.

Measurement is another important element in planning and maintaining successful brand extension relationships or product lines. Typically, companies involved in brand extension licensing use lagging indicators such as sales and royalty payments to measure performance. Better measures relate to advertising and promotion since these activities can help to build and sustain new product lines.

Accountability relates to the roles and responsibilities of all parties involved in the brand extension relationship or product line. Licensees and licensors should agree to work closely together so that the brand extension product is 'seamless' to the consumer or end-user. Licensing agents should be accountable and rewarded for providing ongoing assistance to the licensor and/or licensee. Business value and returns are often improved when the interests of all parties are aligned from the start.

See Brand Extension Licensing Process to learn more.
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