What is Licensing
Licensing is simply, the process by which a Brand Owner ‘leases’ their assets to a third party to use in the creation of a new good, service or event outside of the owner’s core business.
Licensed goods are strictly controlled by the Brand Owner in terms of quality and consumer experience, so that these third party offers fit in with the core brand offers. Often consumers are unaware they are purchasing a licensed good or experience.
Licensing is a form of innovation that is the least explored growth programme by Australian company leaders.
Today, you can wear you Calvin Klein® underwear, go to work in your Caterpillar® work boots, pack your Michelin® Babolat® tennis shoes and HEAD® tennis racquet, protect yourself with Cancer Council® sunscreen and Polaroid® sunnies.
On the way home you bought a Peppa Pig® birthday cake for your toddler, a Crayola® building blocks toy gift and bought tickets online for The Hungry Caterpillar® theatrical show next month. So your older kids did not miss out you threw in Paul Frank® stationery and a Discovery Channel® science kit.
At home while you heated your Weight Watchers® frozen meal, you quickly changed a light bulb with a Stanley® ladder, looked outside waiting for your Energizer® solar lighting to kick in out in the garden, and ignored cooking dinner with your Teflon® pots. Tonight you may even crack open a bottle of AC/DC® wine while you dance around in your KISS® socks. All of these are licensed.
How do I learn about licensing
Australia’s first fully integrate intellectual property licensing course is provided by IPTIUM. It is an intensive one day programme to up-skill company leaders into mastering the requirements for brand licensing. It is a practical and hands-on course; you will work in your own business throughout the learning to create a case for licensing your brand, or licensing-in (leasing someone else’s brand).
The course covers the law, financial modelling, marketing and sales knowledge that a Chief Executive needs in order to advance the strategy to the Board or to make a case to the executive team to include licensing in the strategic growth plan.