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BENEFITS OF LICENSING FOR A LICENSOR OR BRAND OWNER

  • Builds and strengthens the brand image beyond traditional boundaries and builds brand value
  • Increases awareness of the brand and its core products amongst consumers who otherwise might not be brand aware
  • Helps reinforce the brand message and position in the marketplace
  • Attracts new customers to the brand
  • Allows consumers to acquire authorized rather than illegal or unauthorized products using the the brand name, marks and logo
  • Enhances the importance of the brand name to existing customers
  • Allows entry to additional or new trade channels
  • Protects trademarks by broadening the trade use of marks
  • Generates revenue beyond the normal revenue and profit stream of the brand owner

WHY USE A LICENSING AGENCY

While most companies are specialists within their own industry and product categories and many are big enough to have their own internal licensing departments, when they step outside their areas of focus and expertise, they become novices and need the same kind of outside help as they would when seeking legal counsel, sales training, advertising, public relations, when they need it; i.e. they bring it to the pros.

Licensing agents offer countless benefits that pay off in both the short and long run.
  • An agency brings broad expertise and experience developed from years of working with licensed properties
  • An agency has knowledge of the market outside the licensor’s core industry
  • An agency has established relationships with a network of licensing partners
  • An agency is able to focus on licensing without the concerns of internal office contingencies
  • An agency works on a commission basis* and so is success-fee based, costing nothing if nothing is received (* actually most large agency do require a guaranteed payment in addition to commission)
  • An agency is able to negotiate stronger, more effective agreements with compatible partners
  • Faster implementation and products to market
  • An agency can act as a catalyst for the concept and development of compelling products with potentially wider distribution