WHAT IS BRAND EXTENSION?
Brand extension is a marketing or brand awareness strategy that is led by partnerships. Whether this is through products, collaborations or product placement, this is a new way of working with others to get brands in front of their target audience.
BRAND EXT: The Brand Guru's Guide
Brand EXT, (pron. 'ex: 'tee) is a brand guru's guide to the world of marketing campaigns, creative collaborations and brand extensions.
Get inspiration on how to expand your brand by reading special report from License Global, learn how some of the world's biggest brand partnerships and activations take place, future trends and much more.
BRAND EXT: LATEST DROP
The Brand EXT report contains:
- How Licensing Can Turn Brands into Giants
- Brandscape: Creating Brand Value in 2021
- Brand EXT Reports: New Wave Brand Trends
- Unplugged with Bravado
- Access All Arenas: Esports in Focus featuring ESL, Ubisoft and more
- Licensing Goals with UEFA Champions League
- Top Trends from the Licensing Mixtape
LATEST DROP: IN-FOCUS
Brandscape Q3-Q4 - How to Build Brand Value in 2021
From solution-driven partnerships to leading the charge for change, these are the new trends helping businesses build authentic brand value in 2021.
How Licensing can Turn Brands into Giants
Brand licensing is the founding father of collaborations, partnerships and modern brand extensions. Responsible for $292.8 billion in annual retail sales, licensing brings consumers together through fandom, nostalgia and the most creative consumer products on the market, find out how licensing can turn everyday brands into giants.
Unplugged with Bravado
“When brands collaborate with artists, they’re really finding an authentic way to immediately resonate with fans around the world.”
Mat Vlasic, CEO, Bravado
Find out how Bravado has worked with the world’s most iconic musicians and seminal albums to create a journey between art and lifestyle products.
Licensing Goals with UEFA Champions League
“Fans want authentic experiences and content. Over-commercialzised messaging won’t cut through.”
Peter Dennis, Licensing Manager, UEFA
UEFA Champions League licensing team discuss partnering with EA Sports, Topps and Adidas, and to find out how the league stays flexible to meet fan expectation across the globe.
Access All Arenas: A Focus on Esports
Discover the power of gaming as Brand EXT provides insight into the current esports landscape, highlighting the opportunity available to brands.
A League of its Own: The Esports Brand Ecosystem
As global esports revenues are expected to grow to $1.1bn in 2020, esports has continued its velocity despite the widespread impact of COVID-19.
Find out how brands are benefitting from a growing audience and how they are interacting with teams, collabs, products and sponsorships.
In Conversation with ESL
“Esports Fans want quality content, the same as any other traditional sport.”
Over the last 20 years, ESL has helped shape the entire competitive gaming industry, find out the story behind the brand and how they are leveraging brand partnerships and the future of esports.
Behind the Screens with Ubisoft
“Players who engage in Esports, spend more time and money in-game.”
Che Chou, Ubisoft Hear from Che Chou, Senior Director, Esports, Ubisoft as he explains how Ubisoft created an ever-green brand in the esports scene and how its players have helped keep the products, collabs, competitions and content rolling.
BRAND EXT REPORT ARCHIVE
CHECK OUT THE SPRING 2020 REPORT
View the previous edition of Brand EXT, as the spring report explores:
- Brands Facing Down A Global Crisis
- The Influencer Conundrum
- Meet Brand EXT’s Hall of Famers, including Levi’s, Adidas and LVMH
Brand XT is a License Global product, the leading news source for the brand licensing industry, delivering the latest news, trend, analysis and special reports about the latest collaborations.
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