With the innumerable stages of the brand licensing flow, understanding the priority tasks and importance of milestones becomes a major challenge for licensors across all industries. Not being aware of what truly matters for your brand licensing business frequently entails losing royalty revenues and undermining the reputation of your brand. To bring clarity to this matter, we’re listing the landmarks that require licensors’ special attention in the implementation of licensing programs.
In the world of brand licensing, many consider saturation to be connected to brand’s recognition in the licensing market. Saturation, whether low or high, is a strategic choice brands make in regards to their presence in the market. Unfortunately, many licensors misinterpret the benefits of brand saturation, rushing into extremes and thus financially losing. In this article, we’re exploring the borderline insufficient/excessive presence in licensing and how the healthy ‘golden mean’ can be achieved/
With royalty rates being one of the most complex subjects in brand licensing, there’s only so much that could be covered even in a series of related articles. The ‘big’ picture behind royalty rate choices is not the easiest to understand. Considering different factors affecting royalty rates in brand licensing having different influential powers, an equilibrium in decision-making is rarely achieved. In this article, we continue answering the questions on how to approach the royalty rate choice in brand licensing with utmost pragmatism.
If there’s one thing that is the hardest to understand in brand licensing, it must be the royalty rate matter. There are numerous approaches, practices, and tips that licensors appeal to in attempts to make a smart choice of the royalty rate approach. However, it’s far not easy to understand what matters when making the rate calculation. And it’s no wonder! When preparing to answer this question, we’ve come up with numerous points, which we had to split into an article series. So, in this part, we’ll talk about how royalty rates are influenced by such factors as product and property specification as well as marketing, deductions, and exclusivity matters.
Royalty rates are one of the most challenging topics in brand licensing. It’s common for licensing partners to experience hardships in the negotiation of the right royalty rate and approach. Yet, it isn’t difficult to avoid clutter. The key to resolution is understanding the types of royalty rates that apply to the industry.
Onboarding new licensees into brand licensing projects is one of the toughest mission in the entire licensing workflow. It requires a lot of effort from both brands and licensees and implies huge joint responsibilities. For licensors, the biggest challenge in setting up a collaboration with new partners is introducing them to their businesses. Moreover, many find it difficult to ensure productivity and minimize losses during the onboarding process. Hopefully, there’s a remedy to this problem. Spoiler: it’s following the three steps towards a structured collaboration mentioned in this article.
Today, retailers are just as important partners for brand owners as licensees. Gone are the times when licensors communicated with retailers through intermediaries. With the rise of retail opportunities, the rules of the licensing game have changed, making it imperative for brands to not only know but also love their retail partners. But what is it that this stakeholder is looking for in licensing deals? We have come up with the main points that retail dealers seek to validate when considering to place a merchandise line on their shelves
Choosing the right product categories for brand extension is one of the trickiest challenges that licensors encounter in their roles. Unfortunately, many of them make this choice thinking first about the licensing outcome instead of their brands’ values. In this way, many expand their properties, sometimes the best of them, into wrong product categories. Avoiding this mistake isn’t as difficult as it may seem. And the keyword is planning.
They say partnerships in brand licensing are like marriages. Taken the long-lasting nature of licensing programs, this statement is no exaggeration. More often than not, licensees are the closest partners for brand owners. Typically, they also act as the party to bear the greatest degree of responsibility for the success of the licensing venture. Choosing the right licensee is, therefore, a matter of licensors’ primary concern at the start of the licensing journey, which isn’t an easy business in reality. Nevertheless, a clear understanding of the licensing objective and the licensee selection criteria make this mission more than doable. In this article, we have outlined the most important criteria for making the smartest possible choice.
Ever since the first explosion of Mickey Mouse toys, books, and commodities, licensing as an expansion strategy has been actively used by licensors in different industries. The brand licensing industry today is a multi-billion niche, with such giants as Dinsey, Nickelodeon and Warner Bros setting the consumer trends for the decades ahead. Listing of all unique and added values of licensing would qualify for a book. However, we decided to recapitulate the principal arguments to introduce the brands who haven’t previously had any licensing experience to the hidden growth opportunities.