Brand licensing is the outsourcing of a brand's NPD in exchange for a small share of revenue and 100% of brand equity.
Sophisticated brand managers are increasingly recognising brand licensing as more than just a way to exploit a trademark.
The purpose of this website is to promote licensing as a marketing discipline and demystify the process of launching a licensing programme.
From here you can:
"Brands are rejuvenated by new products matching new needs, not by advertising."
Jean Noel Kapferer
"A brand can take some risks. A strong brand is resilient and can stand some extension ..., especially if the extension has some degree of separation."
Building strong brands
“In a surplus society, in which people are condemned to freedom, brands reduce uncertainty. ... Anything can be branded.”