Understanding Brand Licensing
WHAT IS BRAND LICENSING?
FOR RETAILERS & MANUFACTURERS
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 increase sales and drive additional revenue
- Retail sales from licensed merchandise reached $340.8 billion in sales in 2022, an overall licensing industry growth of 8.02%.
Aside from generating additional revenue opportunities, brand licensing also addresses many of the challenges facing the retail industry today. Licensing a brand will:
- Give you a competitive advantage
- Let you engage new and existing customers with exciting in-store activations
- Limit your inventory risk by enabling you to leverage the success of an already established brand
YOUR HANDBOOK TO THE LICENSING INDUSTRY
This guide contains everything you need to know to get started in the licensing industry, including:
- Insight into the business of licensing and the different categories
- Case studies and style guides from leading brands, including Perry Ellis, V&A, Funko, Ford, Peter Rabbit and more
- A breakdown of the licensing contract, key terminology, style guides and more
Analysis of top trends and a breakdown of the overall market
"Brand Licensing has become a business imperative for any brand owner or product maker looking to take their company to the next level. It is one of the best ways to create an experiential shopping opportunity for customers to engage with beloved brands in novel ways. The glamour and appeal of products licensed to hit movies, TV shows, sports events, celebrities, famous characters and even fashion brands make them eminently suitable for products across verticals and regions.”
Steven Ekstract – Managing Director, Global Licensing Advisors
Brand Licensing Made Easy
Prepare for the Licensing Expo with our on-demand knowledge hub, Licensing Unlocked.
Designed to simplify the intricate world of brand licensing, you’ll find everything you need to fully equip yourself for the show and beyond.
Access module one of our unique in-depth training hub Licensing Unlocked for free and learn essentials!
In module one, 'Licensing Explained', Susan Bolsover (the brains behind Lightbulb Licensing) will:
Demystify brand licensing and industry jargon.
Reveal avenues for revenue generation.
Show you how brand licensing can bolster businesses from various angles.
Explain the essential players involved in the licensing process.
FOR BRAND OR IP OWNERS
- Simply put, brand owners lease the use of their IP and can receive royalties
- From major corporations to small businesses, licensing is also widely used as a marketing and brand extension tool.
- From entertainment IPs to sports and art & design to fashion all can be translated into licensed products that increase brand exposure and make their way into consumers every-day life.
- Licensing can extend a brand into new categories, areas of a store or into new types of retail stores entirely
- Brand Licensing is a way for brand owners to increase their current fan base and move into new business categories without major investment in new manufacturing processes
Whether you are a retailer, manufacturer or an IP owner, licensing helps bring brands and products together and ultimately to fans and consumers in new and innovative ways.
WHERE TO FIND THE LATEST NEWS ABOUT THE INDUSTRY?
The #1 news source for the brand licensing industry is License Global, which delivers award-winning editorial content including the latest news, trends, analysis and special reports about the global consumer product and retail marketplace.
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