At The Blake Project, we believe that brands must make promises to their customers. They must promise relevant, differentiated benefits. That is, they must offer unique value propositions.
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Dr. Derrick Daye, Author at Branding Strategy Insider - Page 48 of 106
Brand licensing is one of the lesser known techniques for extending a brand into new categories. The benefits of brand licensing are extensive and include:
Thomas Smith wrote a guide called Successful Advertising in 1885. We can see its relevance to this day. 1. The first time a man looks at an advertisement, he does not see it.
The Blake Project delivers brand education workshops around the world. We also work with municipalities in helping them release the full potential of their brands. With these experiences we are pleased to offer an in depth two day workshop on Place Branding with an optional third day consulting intensive.
Here on Branding Strategy Insider, Jack Trout makes a compelling argument for why not to consider licensing as a method of brand extension.