Licensing #1: The Basics of Licensing

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Get the Most Out of Licensing as Brand Owner or Borrower (a 3-part Webinar series)

Licensing benefits all parties involved, the brand owner and the borrower. It’s typically through promotions that value is built, either through promotion programs run by licensors or licensing programs with promotion overlays. But no matter what side of the table you’re on, there are key concepts to know in order to maximize the value of your licenses, and this series will cover them.

Licensing #1: The Basics of Licensing

This Webinar covers the big picture: What licensing is; how it differs from promotion; how and when you might use licensing in your marketing mix (including licensing in and licensing out); and the in-house versus outsourced options.

Topics include, but are not limited to:

How top brand owners select the categories to participate in licensing and how they determine who to work with in developing and marketing product.
How agencies participate in the licensing process?
How companies use IP/licensed properties in promotions. Lots of examples.
The benefits to licensing as told by big and small companies. And how companies evaluate their brands for licensing out? And what decisions they have to make in advance.