Brand Licensing - Page 2 of 7 - Branding Strategy Insider

By definition brand licensing is the renting or leasing of an intangible asset. It is also defined as an opportunity to extend value. Companies extend their brands via licensing for a variety of reasons. Brand licensing enables companies with brands that have high preference to unlock their brands’ latent value and satisfy pent-up demand. Through licensing, brand owners have the ability to enter new categories practically overnight, gaining them immediate brand presence on store shelves and often in the media. Let’s take a deeper look at the benefits that make licensing so attractive to brand owners.
Licensing A Pharmaceutical Brand

Pharmaceutical companies make substantial marketing investments across the life cycles of their products to build brand power and value in the market. As a result, today’s major pharmaceutical companies have significant equity tied to their brands, making them valuable assets. Layer on positive consumer relationships, said asset takes on even greater value.

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