Determining your brand’s readiness for licensing: Business model and operational considerations
Extending a brand using licensing as a business model can be source of high margin revenue. But often, brand owners don’t know how to start or how to best integrate licensing activity into the wider business. This can lead to limited success, or even plans not being implemented at all, which can be a significant missed opportunity.
Join us in this timely session as a panel of brand owners, agents and intellectual property experts share their experience of starting, building and managing successful global licensing programmes.
They will use case studies to consider:
• Factors governing decisions on when/ if to license your brand
• How to find people with the right expertise both internally and externally
• The operational preparations needed to execute successfully
• How to integrate licensing into the wider business
Speakers:
Jennifer Campbell, Head of Global Brand Licensing, Electrolux
Dan Croft, Head of Intellectual Property Sales and Licensing, HP Inc.
Esther Jolley, IA Director, Brand Extension, Stobbs
Ciarán Coyle, President and COO, LMCA
Julius Stobbs, Founding Principal, Stobbs
