The market analysis or category due diligence is a critical part of the brand license development process. It provides the information that is used to develop product concept positioning, create sales strategies and assist in the negotiation of license terms.


The category due diligence process should include an analysis of secondary market research and often involves extensive channel interviews:

  • manufacturers, suppliers and prospective licensees
  • sales reps, distributors and retailers
  • trade associations and governmental agencies

Information from a wide range of sources should be collected and analyzed to identify key drivers and leverage points.

  1.   Industry
  2.   Product
  3.   Consumer
  4.   Marketing
  5.   Manufacturers
  6.   Distributors, reps and/or brokers
  7.   Retailers