|
Corporate or brand licensing represents a growing share of the many trademark license agreements developed each year. A trip to any major retailer reveals numerous brand extension and co-branded licensed products. Given the value of these brands, it's surprising that few licensor's use a formal valuation process for new license opportunities. Although valuation remains a hotly debated subject, it is possible to quantify the market value of brand extension license opportunities to secure stronger licensee commitments.
Contributor: Kirk Martensen
|
|
Branding needs accountability. Not enough importance is placed upon the measurement of strategic decisions, and in a new era where customers are now more than ever brand saavy, strategic decisions must be analysed and measured to ensure they are sound and deliver return on investment. This article examines two measurement tools and the advantages and disadvantages of each.
Contributor: Nick Wreden
|
