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Grooming Perennial Champions
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Grooming Perennial Champions

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Once the licensing deal is signed, you're ready to start building your dynasty. The opportunity to satisfy consumer pent up demand for new branded products begins. While there will be plenty of …

Once the licensing deal is signed, you're ready to start building your dynasty. The opportunity to satisfy consumer pent up demand for new branded products begins. While there will be plenty of excitement at this stage, it is critical that both the licensor (brand owner) and licensee (manufacturer) understand their obligations and get to know each other to ensure the deal is a success.

Pete Canalichio, the presenter will coach you on steps 7 (Conduct Orientation) and 8 (Establish Business Plan) of the 8-step process, including what steps should be taken over the short and long term of the license. From conducting orientation sessions for the licensees to developing the business planning process to recording sales and collecting royalty payments, Pete will guide you through everything you need to do in order to track the progress of your program.

The final webinar of a 6-part series, this session will help you make a success of your license.

Visit www.BrandLicensingExpert.com for more information about Brand Licensing and to purchase this entire webinar series with audio.


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  • 1. Grooming Perennial Champions
    Pete Canalichio
    Licensing Brands, Inc.
    January 26, 2011
    The following slides are an abridged section from our webinar series
    “How to Build Your Brand Licensing Dynasty”
    To purchase the complete webinar and series with audio visitwww.BrandLicensingExpert.com
  • 2. Today’s Agenda
    Recap of previous webinars
    Conduct Orientation
    Why is this so important
    Goal of the orientation process
    Licensor roles & responsibilities
    Orientation Day
    Establish Business Plan
    Business planning
    Sales planning
    Marketing planning
    Quality & compliance management
    Summarizing the process
    Confidential
    2
  • 3. Why is This Important?
    Licensing business is an extension of your organic business
    Licensees are responsible for your most important asset, your brand. They must:
    Gain a deep understanding of the brand
    Build the attributes into their products and packaging
    Obtain approval of the products
    Commercialize the category they have licensed
    Meet and exceed their contractual obligations
    Confidential
    3
  • 4. Goal of the Orientation Process
    Ensure the long-term success of the partnership from the outset
    Achieve this by:
    Identifying roles & responsibilities of individuals from both brand owner and manufacturer
    Get everyone up to speed on the obligations of the licensing contract
    Ensure parties on both sides know each other and their respective roles
    Confidential
    4
  • 5. Orientation Day
    Offers first face to face interaction
    Who should attend?
    What to bring?
    Overview of topics covered
    Discussion of contract terms and business implications
    Brand and category strategy
    Brand guidelines
    Approval process and timelines
    Testing and auditing protocols
    Confidential
    5
  • 6. Contract Terms Discussed
    Covered products
    Authorized channels
    Territories
    Quality compliance
    Approvals
    Work product
    Customer service
    Trademark rights
    Trademark notice
    Manufacturer’s authorization agreement
    Confidential
    6
  • 7. Business Planning
    As a licensor (brand owner)
    Understanding your licensees’ business plans
    Ensuring alignment with your own business objectives
    As a licensee (manufacturer)
    Align yourself with the overall business objectives of the licensor
    Confidential
    7
  • 8. This has been a snippet from our webinar series “How to Build Your Brand Licensing Dynasty”
    To purchase the complete series with audio visitwww.BrandLicensingExpert.com