Strategic Planning

Licensing feasibility study – used 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 licensed brand and core business. This analysis considers a wide range of factors, including product features, brand image and consumer factors.

Licensing plan – provides key objectives, goals, strategies and tactics required to develop 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 of the licensing program.

Partner Development

Partner development activities focus on: product category due diligence,  concept development, and negotiation of agreements.

Category due diligence – critical part of the brand license development process. It provides much of the industry and category information that will be used to create sales strategies and to assist in the negotiation of license terms.

Concept development – selection and refinement of licensed product categories. The licensed product positioning should be consistent with the licensor’s brand image — this will appeal to consumers, retailers and prospective licensees.

Licensing-out – identification, qualification and negotiation with prospective licensees. The license sales process is typically the most complex and important phase of the brand license development process.

Licensing-in – identification, qualification and negotiation with prospective licensors. The license acquisition benefits and costs should be compared to brand purchase options, if available.

Licensing Operations

Licensing operations refers to the processes to plan, develop and manage a new licensed business or program. The coordination or alignment of licensor and licensee procedures is essential to optimizing the relationship and business.


Licensor operating procedures should reflect strategy elements of the licensed business as well as governance of the licensing program. Typically, a stage-gate approach and process steps include: category evaluation and qualification; identification and selection of licensed partners; development of legal agreements; support of licensees in development business plans (e.g. commercialization, account development, marketing plan).


Licensee operating procedures for the new licensed business must include licensor involvement in the review and approval of plans, products, advertising, and other promotional materials. Licensors often provide guidelines and requirements within the License Agreement and other manuals or materials. Standard operating procedures and collaborative planning can further enhance the commercialization, sell-in and marketing efforts of the licensee.

Market Research & Surveys

We conduct primary and secondary market research for brand owners, licensees and agencies. We specialize in online surveys for brand extension planning and concept screening.

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