Visitors
Exhibitors
Education
Press
TravelRetail zone
Welcome to Brand Licensing Europe 2010
On this page you will find everything you need to plan your visit to the show and find out more about how licensing can significantly improve your product sales.
VIP programme
Retailers are entitled to a free VIP pass to the show. This includes fast track entry and complimentary refreshments in the Retail Buyers Centre where you can relax and network with your peers. Champagne is served at 1pm each day and a free cloakroom is provided in the lounge. Simply show your badge to gain entry.
Retail Mentoring Programme
Licensing presents a wealth of opportunity for retailers but for those who are new to the industry or licensing for the first time, it can be difficult to know where to start. c
At Advanstar we are committed to nurturing and developing retail talent in the licensing industry and this programme will provide guidance on all aspects of licensing to junior buyers that have been nominated by their company. The programme consists of formal tutoring, informal coaching and shadowing.
The scheme is available free of charge to qualifying retailers and limited places are available. If you would like to apply to take part in this scheme or nominate members of your team then please contact Jessica Blue (jblue@advanstar.com).
Hosted Buyer Programme
Every year, senior level buyers from the world’s top retailers are brought to the show. An itinerary of show highlights and essential exhibitors to meet is put together based upon their individual requirements.
Flights and accommodation are included.
If you are a chain store retailer based in France, Spain, Germany or Italy and would like to find out more about this scheme, please contact us
Licensing Academy
With 12 free-to-attend sessions tackling a range of topical issues, the Licensing Academy is an essential part of your visit. Watch this space for further news on retail-specific seminar content at this year’s show.
What is licensing?
What is licensing?
Licensing is the process of leasing a legally protected (that is, trademarked or copyrighted) entity – a name, likeness, logo, trademark, graphic design, slogan, signature, character, or a combination of several of these elements. The entity, known as the property or intellectual property, is then used in conjunction with a product. Many major companies and the media consider licensing a significant marketing tool.
Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to the smallest of small business. Entertainment, sports and fashion are the areas of licensing that are most readily apparent to consumers, but the business reaches into the worlds of corporate brands, art, publishing, colleges and universities and non-profit groups, to name a few.
Licensing can extend a corporate brand into new categories, areas of a store, or into new stores overall. Licensing is a way to move a brand into new businesses without making a major investment in new manufacturing processes, machinery or facilities. In a well-run licensing program, the property owner maintains control over the brand image and how it’s portrayed (via the approvals process and other contractual strictures), but eventually reaps the benefit in additional revenue (royalties), but also in exposure in new channels or store aisles.
