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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 additional revenue. The global licensing industry has now reached over $300bn, helping bring together more and more much loved brands to their fans and consumers in new and innovative ways.
"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."
Steven Ekstract - Brand Director, Global Licensing Group
How can licensing benefit me ?
Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to small businesses. Spanning entertainment to sports to heritage brands, all categories can be incorporated into a licensed product to increase brand exposure into consumers' day-to-day lives.
Licensing can extend a brand into new categories, areas of a store or into new stores entirely. Brand licensing is a way for brand owners to increase their current fan base and move into new businesses categories without major investment in new manufacturing processes.
It allows retailers and manufacturers to stand out from the competition and offers consumers the hottest brands, as well as driving sales.
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
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