Every brandowner with ambition pictures their logo glowing high
over London, Paris, Munich, Milan, and other glamorous skylines. Those few
brands that arise to conquer multiple territories are typically forced to retrench
to their HQ and, for economic reasons, homogenise their now pan-European product
development, advertising and marketing, cutting back unnecessary local
variations to create a European Masterbrand with an identical look and feel
across vast swathes of multifarious geography. This carefully honed
intellectual property is now a precious asset ready to become the focus of a
conversation about licensing.
If you are the licensing agency summoned to a corporate HQ
to talk about how licensing can extend a European Masterbrand into new
categories, maintain trademark registrations, block competition, fill holes in
the product/territory portfolio and generate revenue; prepare yourself for the
Herculean task of regional exhibitions, multilingual stakeholders, differing
brand positioning and punishing travel arrangements. When you land in yet another new country for a
3 day trade show, don’t forget to say to yourself:
Ich Bin Ein Brand Licenser
look out for the full article soon...
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