Скачать или смотреть Licensing 101: Learn Publishers Brand Extensions in 10mins! (Basics) | Licensing Corner

#Licensing #PublishingLicensing #BrandLicensing
Licensing can be a source of substantial revenues for publishers. Several publishers have created a sustained revenue stream by entering into licensing relationships with manufacturers and retailers, and extending their brands across a variety of products.

“Strategic part of the diversification plan”

They include legacy firms like Meredith, Playboy, Condé Nast, and Hearst, Times, Marie-Claire, BuzzFeed and anymore...

The following questions that publishers can ask themselves before making a plunge into extending their brands.
— Is there a desire for the new product? Can you find a USP that will sell your extension?
— Is the extension natural for your brand, or does it seem forced?
— Is your existing brand reputation strong enough to support a new product, service or marketplace?
— Do your customers trust you enough to see the value in your offering?

“The key to a successful brand extension strategy is figuring out exactly how you’re going to stretch your company without going too far, too fast.”

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