Een merklicentie is de toestemming van de merkhouder aan anderen om zijn merk in een bepaald gebied onder bepaalde voorwaarden te gebruiken, in de meeste gevallen tegen een afgesproken financiële vergoeding.

1. Ronald Crawford ‘Verlies uw merk niet uit het oog!’ 30 september 2010 Structuring a Licensing Strategy

3. To increase trademark awareness beyond the traditional aisle

4. To compliment and enhance key marketing messages

6. Work from core brand values

7. Brainstorm, then be sensible

8. Match with consumer perceptions

10. Dart board approach

11. Consumer must understand the link between the core brand and the licensed product

13. Major retailers control significant share of the market

16. No stock costs

18. Product development capability

19. Distribution capability

20. Marketing capability

21. Financial security

22. Shared vision

25. Extend through examining distribution of new product type

27. Risk analysis: Focus - key brand/market combinations

28. Co-existence Agreements

29. Database management

30. Reporting tools

33. Licensed Articles – Avoid defensive licensing, i.e. licence only for products licensee will produce

35. Advance – dependant on forecast

37. Contract:

38. Sign off on all artwork, packaging, point of sale

39. Approval of location if, e.g. restaurant

40. Choosing the right Licensee with shared vision for brand and developing an effective business relationship with Licensee is the key to success:Control of parallel imports Income reports – when to audit

42. All licensees are briefed on Social Responsibility and agree to support this initiative

43. Licensees adhere to anti-counterfeiting strategy

44. All products are compliant with the Code of Conduct and the Corporate Social Responsibility guidelines

45. Regular audits of Supply Chain

47. Commercial practicalities

48. Choice of Licensing Partner

49. Audit support to manage licensing income

51. Mission Statement:Generating, Capturing and Delivering the most valuable ideas while maintaining the true essence of Arsenal.

53. Increase distribution in the UK

54. Develop key international markets

56. Increase distribution in the UK

57. Develop key international markets

60. Football market fragmented with no umbrella or dominant brand even though Manchester United have a major foothold

61. Arsenal’s position as global football brand provides a natural link to toys, clothing, books & ultimately sports performance products

63. Brand values solid but not driving desire to purchase

64. Need to develop younger, softer & more emotive values and a stronger bond with consumers outside the UK whilst reinforcing existing brand values

65. Maintain look and feel of the Arsenal’s product

68. A coordinated approach is required, encompassing:

69. Research

70. Selection of correct partner companies

71. Strong control/inspiration of product

72. Integrated retail initiatives

73. Implementation

74. Centralized PR and promotional support

75. Co-ordinated international rollout and

76. Novagraaf IP Management and Consulting Services