Licensing Basics
Licensing is the process of leasing a legally
protected property (name, likeness, logo, character,
etc.) in conjunction with another product or a product line.
Licensing should benefit both parties. The licensor should enjoy
increased brand strength and awareness in categories outside their
initial expertise. The licensee benefits from associating their products with
a known and trusted brand. It is these "Win-Win" arrangements that Newbury
Partners specializes in.
Why Licensing?
Licensing gives you the ability to choose market leading companies to help you develop brand extensions that you do not have the expertise to produce or distribute. At the same time, licensing does not mean giving up any control, quality, or channel management. You control and approve everything: Creative - all uses of logos, trademarks, and characters Products - all uses and timing Distribution - outlets and geographic Promotional Usage - advertising/point of purchase.
Licensing is the process of leasing a legally
protected property (name, likeness, logo, character,
etc.) in conjunction with another product or a product line.
Licensing should benefit both parties. The licensor should enjoy
increased brand strength and awareness in categories outside their
initial expertise. The licensee benefits from associating their products with
a known and trusted brand. It is these "Win-Win" arrangements that Newbury
Partners specializes in.
Why Licensing?
Licensing gives you the ability to choose market leading companies to help you develop brand extensions that you do not have the expertise to produce or distribute. At the same time, licensing does not mean giving up any control, quality, or channel management. You control and approve everything: Creative - all uses of logos, trademarks, and characters Products - all uses and timing Distribution - outlets and geographic Promotional Usage - advertising/point of purchase.
