Unlock the equity within your brand

Miller, Rachel
April 2003
Marketing (00253650);4/24/2003, p21
Trade Publication
Brand extension is a risky business. Research by the International Licensing Industry Merchandisers' Association (LIMA) confirms that brand licensing is extremely lucrative. Many big brands cannot resist the lure of new markets and new consumers. The smart players are using licensing deals to venture into new arenas, eliminating the overheads and learning curve associated with launching a product or service from scratch. Corporate brands are starting to replace character brands. There's a huge difference between an entertainment licence and a brand licence. Brand licensing is much more of a long-term strategy. While brand licensing is thriving in the U.S., Europe has been much slower to catch on. INSET: BRAND LICENSING FAILURES.


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