Brand licensing | Solutional Webdesign Antwerpen

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Brand^[4] licensing is a strategic business practice where a company allows another entity to utilize its branded intellectual property^[1] in exchange for a fee. Originating in British business, brand licensing has evolved over the years, finding prominence in diverse sectors worldwide. From the first licensed character of Peter Rabbit in 1903 to Disney leading the global brand licensing industry with a whopping $53 billion in retail^[2] sales^[5] in 2017, the growth has been astronomical. It’s a way for businesses to enhance brand visibility, expand their market reach, generate additional revenue streams, and foster brand loyalty^[3]. However, brand licensing also comes with challenges such as maintaining brand consistency, quality control of licensed products, and managing potential brand dilution risks. Today, industry trends point towards a growth in digital and virtual brand licensing, collaborations between brands and celebrities, and a focus on sustainability and ethical licensing.

Terms definitions

1. ↑ intellectual property. Intellectual property refers to creations of the mind, such as inventions, literary and artistic works, designs, symbols, names, and images used in commerce. These intangible assets have intrinsic value and are protected by law through patents, copyrights, and trademarks. The concept of intellectual property originated as early as the 15th century, with the Venetian Patent Statute of 1474 being the earliest codified patent system. The idea is to stimulate innovation and progress by giving creators the right to control and profit from their creations. This promotes creativity, fair trading, and economic growth. However, intellectual property laws also need to balance these rights with the wider public interest, ensuring that knowledge and technologies remain widely accessible. Intellectual property rights violations, such as patent, copyright, and trademark infringement, as well as trade secret theft, can have severe consequences.

2. ↑ retail. Retail, derived from the Old French verb 'tailler,' means to cut off or divide, signifying the sale of small quantities to consumers. This term, used in English, French, Dutch, German, and Spanish, became a noun in 1433 from the Middle French verb 'retailler.' Retail refers to the process of selling goods or services directly to end-users. It can take place in various settings, including physical stores, service establishments, vending machines, and digital platforms. Retail is not restricted to goods but also includes services like banking, tourism, and insurance. With a history dating back over 10,000 years, retail has evolved from ancient marketplaces to modern shopping malls and online platforms. Retailers strategically choose their target market, product assortment, and customer service, adapting to changing consumer demands and market trends.

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Glossary

Brand licensing (Wikipedia)

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Brand licensing means renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory. Licensing is used by brand owners to extend a trademark or character onto products of a completely different nature.

Examples of intangible assets include a song ("Over the Rainbow"), a character (Donald Duck), a name (David Beckham), or a brand (Rolls-Royce). An arrangement to license a brand requires a licensing agreement. A licensing agreement authorizes a company which markets a product or service (a licensee) to lease or rent a brand from a brand owner who operates a licensing program (a licensor).

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