Balancing Act: Maximizing Revenue Through Brand Licensing Without Undermining Brand Integrity

marcus evans online events
marcus evans online events
2 min readSep 23, 2021

Available On-demand

As brands recognize the potential of leveraging their brand IP through licensing, the IP function is becoming all the more essential for companies. By exploiting their IP, brand owners can extend their reach into new product categories, geographies and distribution channels and hence expand their portfolios globally and maximize their revenue at minimal risk. On the other hand, despite the very profitable revenue stream that licensing brings in, owners are often concerned about the integrity of their brand being undermined.

Join this dynamic panel of experts as we dive into the key question for brand owners: how can you monetize your IP without undermining brand integrity?

The session will explore:

  • Pinpointing the main challenges that accompany brand and trademark licensing and underpinning licensing activity with trademark protection
  • Identifying appropriate licensees and ensuring control over development, manufacturing, marketing, distribution and sales
  • Managing companies operating in unfamiliar or far-away markets
  • Controlling online sales and handling counterfeiting
  • Nurturing a strong system so internal teams can collaborate to maximize licensing efforts and support licensees
  • Evaluating program performance

Speakers

  • Paula Álvarez Associate Legal Counsel (secondee) at NIKE
  • Simon Gresswell Founder & MD SGLP
  • Esther Jolley IA Director, Brand Extension at Stobbs
  • Julius Stobbs Founding Principal at Stobbs
  • Cecile Meriguet — Brand Advisor

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marcus evans online events
marcus evans online events

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