Defining Your Brand Licensing Game Plan

Pete CanalichioNovember 09, 2010

www.brandlicensingexpert.com

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The following slides are an abridged section from our webinar series “How to Build Your Brand Licensing Dynasty”

To purchase the complete webinar and series with audio visit www.BrandLicensingExpert.com

Agenda

Identify Where to Play• What is the essence of your

brand?• What is brand positioning?• What are brand extensions?• Driving brand extension

success• Guidelines for effective

brand extensions• Penley Art Brand Extension:

Case study

Determine How to Win• Where to play drives

strategy• Go to market options

(tactics)• Brand licensing can build

brand equity• Prioritizing the options

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The following slides are an abridged section from our webinar series “How to Build Your Brand Licensing Dynasty” To purchase the complete webinar and series with audio visit www.BrandLicensingExpert.com

Our Brand Licensing Process

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Step 2: Determine

How to Win

Step 3: Prospect Licensees

Step 8: Establish

Business Plan

Step 7: Conduct

Orientation

Step 6: Negotiate Contract

Step 5: Define Licensing

Opportunity

Step 4: Perform Due

Diligence

Step 1: Identify Where to Play

3

Know Your Brand Strategy and Follow It

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What is the Essence of Your Brand?

• What does your brand mean to:• You• Others in your organization• Customers• Consumers

• Do customers and consumers find your brand differentiated and relevant vs. competition?

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What is Brand Positioning?

Brand Positioning is arranging for a branded product to occupy a clear, distinctive, and

desirable place relative to competing brands / products in the mind of a target consumer.

Source: Principles of Marketing (Kotler and Armstrong)Confidential 6

What are Brand Extensions?

• Occurs when a brand enters a new category related to its core product

• All brand extensions satisfy the brand’s core promise

• Types of brand extensions:• Line extensions• Category extensions

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Consumer Acceptance

Brand Attributes and

Destination

Market Sizes

Brand Extension Decision Criteria• Attract, generate and screen opportunities

• Macro trends

• Consumer Insight

• Market assessment

• New consumer relevant technology

• External idea collection

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Determine How to Win

• Where to play drives strategy• Go to market options (tactics)

− Manufacture− Source− Acquire− License

• Brand licensing can build brand equity• Prioritizing the options

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Brand Licensing Can Build Brand Equity• Provides the brand a repeatable and scalable

strategic platform for growth• Opens new channels for consumers to interact with

the brand• Minimizes risks while maximizing the returns of

brand equity growth and royalty revenues with− Best-in-class, experienced partners− No inventory risk− Little to no staff

• Offers intangible benefits including marketing support, brand insights, and knowledge transfer

• Allows the brand to concentrate on its core businessConfidential 10

Identifying the right categories and right partners to extend your brand in to is critical,

irrespective of your go-to-market decision.

Brand Licensing Can Build Brand Equity

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About Pete CanalichioFOUNDER, Licensing Brands, Inc.: Founded in 2009.

Executed Coca-Cola’s first ever Olympic retail program in Vancouver using products made with RPET (plastic bottles) and other recycled content. Supported Coke

Shanghai Expo program.

GENERAL MANAGER, CardScan ($20 million global technology business unit of Newell Rubbermaid): Delivered both quick wins and strategic long-term growth while rejuvenating the organizational culture.

DIRECTOR, GLOBAL LICENSING, Newell Rubbermaid: More than doubled wholesale sales to $70M, royalty revenues to $5.6M in 2 years

BUSINESS DEVELOPMENT DIRECTOR, Tula Communications: Elevated Tula and key client Samsung into world-class ranks in Olympic marketing

LICENSING EXECUTIVE, Coca-Cola: Directed sponsorship activities in conjunction with 3 Olympic Games and negotiated high-profile sports sponsorships (MLB, NHL, NASCAR, World Cup)

TREASURY OPERATIONS MANAGER–LONDON, Coca-Cola: Recruited into the global finance unit and rose quickly to managing $32 billion in transactions yearly

US NAVY: Award-winning Naval aviator and instructor pilotConfidential 12

This has been a snippet from our webinar series “How to Build Your Brand Licensing Dynasty”

To purchase the complete series with audio visit www.BrandLicensingExpert.com

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