Unlocking new value streams through intelligent license management

1. Brand Licensing Maximising the potential of brands Generating new value streams through licensing

7. Corporate Brand Licensing Licensing is not solely the domain of cartoons, movies and sports teams. Corporate brand licensing is less visible than entertainment/sports licensing, but makes up a a large proportion of global licensing revenues, estimated to be worth in excess of $170 billion. Good international examples of corporate brand licensing include… Stanley Tools works with 20 licensees making mainly complementary tool products and accessories, resulting in $200 million in additional annual sales for Stanley. Jaguar operates 60 licensees generating $130 million in annual sales of licensed products, while reinforcing the luxury/style pedigree of the Jaguar brand Philip Morris famously launched Marlboro Classics fashion and stores both to grow revenues and to protect their brand from the effect of legislative restrictions Leading sailmaker, North Sails, licensed clothing and footwear rights to an Italian design and distribution company which generates sales worth more than their sail division ever year. Dupont’s Lycra brand was licensed to Henkel for a line of hair products North Sails, Tokyo

8. The New Venture Dilemma timing commercial risk market structures economies of scale market relationships market access entry costs available capacity core competency to make or to license?