There are a number of requirements to develop successful licensed products. The “metrics” listed below can be used to evaluate licensing strengths and weaknesses.
I. Brand |
- Brand Strength: Awareness, Tradition, Trust
- Brand Relevance: Relevance, Authority
- Brand Support: Promotion, Consistency
- Brand Appeal: Loyalty, Price Premium
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II. Product Category |
- Concept Viability: Feasibility, Extensions, Distribution
- Concept Uniqueness: Features, Style, Brand Differentiation
- Concept Brand Fit: Imagery, Demographics
- Licensee Appeal: Investment, R.O.I., Payback, Licensing Success
- Retailer Appeal: Familiarity, Gross Margins, Licensing Success
- Consumer Appeal: Quality, Value, Product Differentiation
- Sales Potential: Market Size, Demand, Competition
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III. Licensor support |
- Staff Availability and Budget
- Marketing Plan Development
- Advertising Strategy
- Cross Promotions and Tie-ins
- Sales Plan Coordination
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