What is brand licensing?
Brand licensing allows you to ‘rent’ a well-known brand and use it on your products. Connecting a powerful brand to an in-demand product helps to increase sales and drive your revenue growth. Retail sales of licensing goods reached £194,7 billion in 2015 according to the 2016 LIMA Global Licensing Industry Survey, representing a 4.2% increase on the previous year. This is a huge and growing business sector and keeping on top of what’s happening in the industry is crucial.
Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to small businesses. From entertainment to sports and toys to corporate brands, all categories can be incorporated into a licensed product to drive consumer interest.
Licensing can extend a brand into new categories, areas of a store or into new stores completely. Brand licensing is a way to increase your current fan base and move into new businesses without major investment in new manufacturing processes.
Make sure to watch this video as it will give you a basic introduction to the world of licensing. Alternatively, also take a look at our Brand Licensing Handbook for more detailed information.
BLE 2017 in the press
From Peter Rabbit in the 1930s to massive global business worth billions.
CNBC's James Wright talks to License Global's Group Editor Steven Ekstract about the value of licensing in marketing.