The Basics of Brand Licensing
Let's begin by taking things one at a time. The expression "brand licensing" can be split into two words: "brand" and "licensing." A brand is a symbol, name, or word that describes and promotes a product or service. It distinguishes between many products that are marketed in a competitive market. A brand has a trademark that indicates where the product was manufactured. It represents the credibility and reputation of a product in the eyes of the consumer.
The primary reason for a company to select its mark is to have something unique to differentiate its product from its competitors in the market. For example, a consumer wants to purchase a soft drink with the same taste and nearly identical ingredients. Initially, the consumer purchases both drinks until they become accustomed to them and recognize the appeal of one, eventually drinking only that one. The slight variation in the recipe creates a small difference in the taste, making the product distinctive, even if it is initially imperceptible. Consequently, the consumer will only purchase that brand.
Typically, consumers first choose a brand because they have seen it in a commercial, their friends use or recommend it, or it is promoted by Hollywood stars. So even if a new product appears under a name that is already established and known for its quality, people will try it, and this is what makes it so powerful.
Licensing and assets refer to renting or leasing them. Companies that wish to sell products from a specific manufacturer must obtain a license from them before marketing the product. In this case, the trademark owner is referred to as the licensor. For example, Apple, after becoming successful, needed different accessories and considered that it would be best if others produced them, so they provided them with a license. In this way, many firms improved the Apple iPod, making it more popular and user-friendly. Licensing a product does not imply that the company owns the product; it is simply renting it for the purpose of selling it.
In conclusion, licensing is a fantastic tool because it enables companies with no reputation to sell and use other prominent corporations to make money by selling top brands without having to create a new brand from scratch. Creating a new name is resource-intensive and does not guarantee success in the competitive business world.
A great strategy that a company owner can employ is to expand the brand to many other products of the same or even different types. It is logical that a product that sells well will continue to sell well if the content changes and additional style or variation is added. This will assist the company's growth and generate new job opportunities and increased profit.
Now that we have explored the meaning of these two words and even tried to combine them, let's provide a definition for the entire expression. In essence, brand licensing means that a company that owns a unique label can grant a license to another company or individual to sell the same label without being the owners themselves. This is accomplished through a contract and is based on a time period and an area of influence.
However, with licensing comes great responsibility for the selling company to capture the brand's exact positive traits and ensure that they are preserved for the consumer in every possible way, including the image and emotional level, so that it can be accepted in the same manner by the client and generate the same level of sales as the original.
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