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Defining Your Brand Licensing Game Plan
Pete CanalichioNovember 09, 2010
www.brandlicensingexpert.com
Confidential 1
The following slides are an abridged section from our webinar series “How to Build Your Brand Licensing Dynasty”
To purchase the complete webinar and series with audio visit www.BrandLicensingExpert.com
Agenda
Identify Where to Play• What is the essence of your
brand?• What is brand positioning?• What are brand extensions?• Driving brand extension
success• Guidelines for effective
brand extensions• Penley Art Brand Extension:
Case study
Determine How to Win• Where to play drives
strategy• Go to market options
(tactics)• Brand licensing can build
brand equity• Prioritizing the options
Confidential 2
The following slides are an abridged section from our webinar series “How to Build Your Brand Licensing Dynasty” To purchase the complete webinar and series with audio visit www.BrandLicensingExpert.com
Our Brand Licensing Process
Confidential
Step 2: Determine
How to Win
Step 3: Prospect Licensees
Step 8: Establish
Business Plan
Step 7: Conduct
Orientation
Step 6: Negotiate Contract
Step 5: Define Licensing
Opportunity
Step 4: Perform Due
Diligence
Step 1: Identify Where to Play
3
Know Your Brand Strategy and Follow It
Confidential 4
What is the Essence of Your Brand?
• What does your brand mean to:• You• Others in your organization• Customers• Consumers
• Do customers and consumers find your brand differentiated and relevant vs. competition?
Confidential 5
What is Brand Positioning?
Brand Positioning is arranging for a branded product to occupy a clear, distinctive, and
desirable place relative to competing brands / products in the mind of a target consumer.
Source: Principles of Marketing (Kotler and Armstrong)Confidential 6
What are Brand Extensions?
• Occurs when a brand enters a new category related to its core product
• All brand extensions satisfy the brand’s core promise
• Types of brand extensions:• Line extensions• Category extensions
Confidential 7
Consumer Acceptance
Brand Attributes and
Destination
Market Sizes
Brand Extension Decision Criteria• Attract, generate and screen opportunities
• Macro trends
• Consumer Insight
• Market assessment
• New consumer relevant technology
• External idea collection
Confidential 8
Determine How to Win
• Where to play drives strategy• Go to market options (tactics)
− Manufacture− Source− Acquire− License
• Brand licensing can build brand equity• Prioritizing the options
Confidential 9
Brand Licensing Can Build Brand Equity• Provides the brand a repeatable and scalable
strategic platform for growth• Opens new channels for consumers to interact with
the brand• Minimizes risks while maximizing the returns of
brand equity growth and royalty revenues with− Best-in-class, experienced partners− No inventory risk− Little to no staff
• Offers intangible benefits including marketing support, brand insights, and knowledge transfer
• Allows the brand to concentrate on its core businessConfidential 10
Identifying the right categories and right partners to extend your brand in to is critical,
irrespective of your go-to-market decision.
Brand Licensing Can Build Brand Equity
Confidential 11
About Pete CanalichioFOUNDER, Licensing Brands, Inc.: Founded in 2009.
Executed Coca-Cola’s first ever Olympic retail program in Vancouver using products made with RPET (plastic bottles) and other recycled content. Supported Coke
Shanghai Expo program.
GENERAL MANAGER, CardScan ($20 million global technology business unit of Newell Rubbermaid): Delivered both quick wins and strategic long-term growth while rejuvenating the organizational culture.
DIRECTOR, GLOBAL LICENSING, Newell Rubbermaid: More than doubled wholesale sales to $70M, royalty revenues to $5.6M in 2 years
BUSINESS DEVELOPMENT DIRECTOR, Tula Communications: Elevated Tula and key client Samsung into world-class ranks in Olympic marketing
LICENSING EXECUTIVE, Coca-Cola: Directed sponsorship activities in conjunction with 3 Olympic Games and negotiated high-profile sports sponsorships (MLB, NHL, NASCAR, World Cup)
TREASURY OPERATIONS MANAGER–LONDON, Coca-Cola: Recruited into the global finance unit and rose quickly to managing $32 billion in transactions yearly
US NAVY: Award-winning Naval aviator and instructor pilotConfidential 12
This has been a snippet from our webinar series “How to Build Your Brand Licensing Dynasty”
To purchase the complete series with audio visit www.BrandLicensingExpert.com
Confidential 13