ABSTRACT
This chapter explores how to execute a brand licensing program. It begins with choosing the licensor according to the LASSO (Lateral, Addictive, Storied, Scalable and Ownable) Method. Section 2 details how to choose the licensee based on an assessment check. Section 3 lists the components of a brand licensing program. Section 4 provides tools including destination metrics, application and projections, due diligence, deal terms alignment, contract negotiation, licensing contract and deal memo, orientation session, business plan and monitoring, and core program elements. Section 5 gives a best-in-class example of executing a brand licensing program where the licensor and the licensee are committed to an agreement that lasts for 100 years.
