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You’ll find masterclass-style modules covering all the essential topics. Each one is split into chapters to make the content digestible and comes with downloadable resource packs for you to refer back to in your own time.
You’ll also get access to panel discussions and interviews with some of the brightest minds in the brand licensing industry.
The module explores how licensing can benefit businesses and delves into the key players involved in the licensing journey.
Susan Bolsover will unravel the world of licensing and its impact on businesses globally.
From understanding a typical licensing agreement's structure to exploring product development, sales, and marketing roles in the licensing process.
You will gain valuable insights to navigate the complexities of the world of brand licensing.
Starting from the basics, you'll explore the definition of brand licensing from a legal standpoint, the significance of intellectual property, and the various forms it can take.
As the module unfolds, you'll dive further into the specifics of trademark licensing.
How can you seamlessly translate a brand's visual identity and the intangibility into a commercially viable, varied, and fresh set of licensed products?
You’ll delve into the full creative process, getting under the skin of a brand’s core identity, learning how to create a style guide for product development and multiple touchpoints like packaging and retail activations.
Covering the perspectives of the brand owner, licensing agent and manufacturer, a panel of industry veterans will each share how to build a brand licensing strategy.
How to decide which partners to work with to make it commercially successful.
Key lessons they have learnt along the way including what not to do.
You will gain valuable insights into the performance of different property types from character to fashion and sport to publishing.
You will understand which licensed product categories are performing best from apparel to toys to pet products.
Finally, you will understand how this differs within each country and region of the world as well as the emerging trends shaping the future of licensing.
A journey into the world of brand licensing in action. Exploring sectors, including movies, TV, publishing, gaming, heritage, and food & beverage.
Real-world examples of successful licensing programs. Use the learnings you have gained so far to understand why these examples were so successful and how they could apply to your brands or businesss
Now that you have completed your journey through the other the modules we would like to make sure you know what to do next.
Anna, Amanda, and Maura will guide you through the available resources, events, online content, networking opportunities and advice. At the end of this final module, you will know exactly what to do next and who to ask to guide you to your destination.