In the midst of increased competition, brand extension licensing remains a useful strategy to expand into new markets and generate new revenue streams.

Typically, extending a strong brand into a new product category is less expensive and less risky than creating a brand for the new product line. In addition, existing brands often generate sales faster than new brands. .

Creating successful brand extension licensed products requires experience in brand management, strategic planning, business development. As a result, many firms choose to outsource these licensing functions.