ABSTRACT
This chapter examines the key issue of how to create value through brand licensing strategy. It is focused on the valuable brand components needed for crafting a licensing program and on the metrics to use for evaluating the brand growth and its abilities to expand. Section 1 depicts the importance of brand positioning in choosing the category and the partners to be involved in the program. Section 2 concerns how to define the brand positioning statement, identifies the key elements of the brand architecture and how to analyze the points of parity and points of difference between the brand and its competitors. Section 3 is focused on brand growth to unlock licensing latent value distinguishing between brand extension, brand expansion and brand internationalization. Section 4 is about how to measure the power of the brand to be license-able. Section 5 provides an example of a brand growth in multiple directions, starting from extension to expansion into new categories and from the US to other continents.
