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The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
The Brand Licensing Process
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The Brand Licensing Process

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Learn more about the process of brand licensing with our 8-step formula. …

Learn more about the process of brand licensing with our 8-step formula.

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 visit www.BrandLicensingExpert.com

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  • 10:45AM – 12:15PMOpportunity assessment – what can you actually do – who’s playing in the category, room to play, evaluate pricing structure etc.SPEAKER NOTES:
  • 10:45AM – 12:15PMSPEAKER NOTESINTRODUCE THE DECISION TREE AS A TOOL WITH THE ELEMENTS TO EXPLORE.
  • 10:45AM – 12:15PMResearch about the category etc. – can either do it yourself (tell them how to do it); if outsource (tell them how to do it)SPEAKER NOTES
  • 10:45AM – 12:15PM – Dialing in for dollars (audio recording of how the phone conversation plays out)SPEAKER NOTESINTRODUCE COMPANY SCORECARD TO ASSESS PROSPECT COMPANIES. (NO LAW SUITS, IF HAD, SETTLED QUICKLY; EXCELLENT REFERENCES; FAVORABLE FINANCIAL BOOKS; ASSESS OTHER LICENSES AND RETAILERS; HOW MANY RELATIONSHIPS WITH OTHER RETAILERS; REPLENSHIMENT LEVELS; VENDOR AWARDS)
  • 10:45AM – 12:15PMSPEAKER NOTESINTRODUCE THE CONSERVATIVE BUSINESS ESTIMATOR TOOL ENABLES LICENSEE AND LICENSOR TO BE ON THE SAME PAGE FOR HOW EVERYONE IS VIEWING THE ELEMENTS OF THE LICENSING AGREEMENTKey points:
  • 10:45AM – 12:15PMSPEAKER NOTESKey PointsEstablish core deal terms: covered products (the narrower and better defined keeps the opportunity greater and where you feel comfortable), authorize channels (channels they’ve proven success within – don’t want them learning if they can be successful in another channel, cover territory (geographic region/market they can sell within) Within each term there are penalties 6.1 Begin with goal of win-win6.2 Establish core deal terms: covered products, validate and authorize channelscover territory, confirm initial, start, ship, and end terms (time periods),agree to royalty rate, payments, and minimum guarantees6.3 Agree to extended term6.4 Establish insurance terms6.5 Establish provisions and compliance terms6.6 Sign initial terms and reviewed by senior management (INTRODUCE DEAL MEMO)6.7 Agree to deal terms6.8 Finalize contract (INTRODUCE TEMPLATE OF MEMO TO CEO OUTLINING AGREED TO DEAL TERMS)Step Objective: Finalize deal terms with candidate licensees and sign contract with chosen licenseeDesired Outcome: A signed contract with a motivated licensee
  • 10:45AM – 12:15PM
  • 10:45AM – 12:15PM
  • 3:45PM – 4:00PM
  • Transcript

    1. The 8-Step Brand Licensing Process<br />The following slides are an abridged section from our webinar series <br />“How to Build Your Brand Licensing Dynasty” <br />To purchase the complete webinar and series with audio visitwww.BrandLicensingExpert.com<br />
    2. The 8-Step Brand Licensing Process<br />
    3. Step 1: Identify Where To Play<br />Step Objective: Determine brands’ degree of extendibility<br />Desired Outcome: List of eligible product categories<br />Action: Identify product categories for extension and assess them for brand fit<br />The Virgin Brand<br />
    4. Step 2: Determine How to Win<br />Step Objective: Define go-to-market strategy<br />Desired Outcome: Determine whether to manufacture, source, acquire and/or license<br />Source?<br />Manufacture?<br />License?<br />Acquire?<br />
    5. Step 3: Prospect Licensees <br />Step Objective: Identify prospective licensees<br />Desired Outcome: A targeted list of prospective licensees<br />Action: Develop basic checklist of parameters to evaluate prospective licensees<br />Action: Interview qualified candidates to evaluate and assess interest<br />5<br />
    6. Step 4: Perform Due Diligence<br />Step Objective: Vet targeted list of licensees<br />Desired Outcome: Two to three fully qualified licensees<br />Action: Collect business, financial and legal information for each prospective licensee<br />Action: Qualify companies based on data collected as well as best fit with your brand<br />6<br />
    7. Step 5: Define Licensing Opportunity<br />Step Objective: Scope opportunity, identify deal terms<br />Desired Outcome: Initial sales forecast, understanding of the licensees’ strengths and capabilities, deal parameters<br />Action: Compare sales projections and viability across candidates<br />Action: Utilize projections for basis of the contract<br />7<br />
    8. Step 6: Negotiate Contract<br />Step Objective: Finalize deal terms and sign contract<br />Desired Outcome: A signed contract with a motivated licensee<br />Action: Establish deal terms<br />Define licensed category<br />Agree to royalty rate, cash advance, minimum guarantees<br />Agree to authorized distribution channels<br />Define territory<br />Establish commercialization dates<br />Action: Finalize and sign contract<br />8<br />
    9. Step 7: Conduct Orientation<br />Step Objective: Familiarize both parties with the brand and approval process<br />Desired Outcome: A licensee fully knowledgeable of the brand and the commercialization process<br />Action: Conduct orientation meeting providing basic training for:<br />Brand guidelines <br />Licensing agreement<br />Approval process<br />Timelines<br />Key terms<br />Testing and auditing protocol<br />9<br />
    10. Step 8: Establish Business Plan<br />Step Objective: Develop agreed to business plan<br />Desired Outcome: Achievable targets<br />Action: Develop 1-year business plan (annually)<br />Establish product execution timeline<br />Establish target sales for key retailers<br />Review regularly actual/estimate performance activity<br />10<br />
    11. The Brand Licensing Timeline<br />11<br />
    12. This has been a snippet from our webinar series “How to Build Your Brand Licensing Dynasty” <br />To purchase the complete series with audio visitwww.BrandLicensingExpert.com<br />

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