About Licensing
Things you'll often hear us say about licensing are:
- Some people think of licensing as marketing’s red-headed step child.
- Licensing is another propeller in the water, make sure it’s facing the same way
- Licensing is a momentum business
- Don’t make products you have to hide when the director walks past
- The brand is the theme park, the product is the souvenir
- Your brand is only worth licensing if you don’t have time to do it yourself
- Royalty revenue is rarely worth more than ½% increase in market share
If you're new to licensing or just starting your research, you'll be surprised to find out how big a business it really is - around £180Bn worldwide per year at retail and £2.4Bn in the UK. The two biggest sectors are Entertainment licensing: Mickey Mouse T-Shirts, Wall*E pencil cases, and cuddly Shreks and Corporate Brand Licensing: Caterpillar Clothing, Land Rover Bicycles and Jack Daniels Marinades.
Having spent many happy hours reading marketing text books we were surprised to find only a limited understanding of licensing as a marketing discipline. That's why we built www.brandlicensing.co.uk and www.royaltycollections.co.uk to help brandowners deepen their understanding of the sector and its potential brand impact. There are a couple of introductory papers listed below, to get you started.
Introductory White Papers
A guide to some of the terms used in Brand Licensing
For more White Papers about Brand Licensing, please visit:
or 
