A website dedicated to helping corporate brandowners understand and make the most out of brand licensing.

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:

• Review relevant services and search for useful contacts
• Read through a library of explanatory articles
• Put out a request for proposal to specialists in corporate brand licensing

To help paint a picture of the current marketing resources going into licensing, we're now looking for companies to participate in a Licensor Benchmarking Exercise. Current participants include: Church Dwight, General Electric, Hewlett Packard, LaCoste,  and Xerox. To participate in the exercise that we are planning to complete before the end of September 2009, please join the associated Linked In group

"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."

David Aaker

Building strong brands

“In a surplus society, in which people are condemned to freedom, brands reduce uncertainty. ... Anything can be branded.”

Funky Business