What You Should Know Before Choosing Brand Licensing as a Way to Maximize Your Profits
When you have a highly successful product, it can be tempting to introduce it to the global marketplace. Although this presents a great chance of increasing your profits, it can also lead to a decline in business if the foreign markets are not as receptive as the local ones. There are various ways to counter this, one of which is entering the new fronts through brand licensing.
Unlike other options whereby you have to carry out comprehensive research on the foreign markets, hence establishing the right approach, the brand licensing option eliminates all this. With this option, you give access to another person to use your product in a different location for a specified period. Of course, this is done under very strict contract agreements.
If the venture is successful, you can extend the agreed period with the licensee if he agrees. You can also take back your property rights and then continue the marketing on your own. This is very advantageous since you will already have gained some remuneration under the original contract.
Apart from what you will gain in return, this option also shields you from loss in case the venture is a total loss. Losses usually arise from the amounts spent sorting out marketing ventures, employing staff and establishing production and storage centres. Furthermore, you still receive the basic amount for awarding the license.
Before you can take this option you should realize that there are different kinds of brand licensing options out there. Your choice should therefore be made only after consulting with legal experts from the country you are targeting. You should also consider the local laws in your country before entering the agreement. Remember, any mistake you make can lead to grave financial consequences.
When seeking to take advantage of this option, there are certain issues you should have in mind. For instance, how do you value your product? Many people use financial data while others try to copy arrangements made for similar products. However, you should note that some products have created so much loyalty in customers meaning that with every new launch, more customers will trust the new product. Such products obviously have a higher value than the ones which are readily recognizable yet they do not inspire loyalty.
Apart from extending your already established products, it is also possible to license a different product that is closely associated with your product. For instance, it is possible to add a car product to a brand name normally associated with vehicles. As the owner, you will still benefit from the loyalty payments while your licensee will be able to test the market while enjoying the protection of the established product name.
It is clear that brand licensing presents many advantages to the owner and the licensee. However, it is good to note that most of the licensees will present you with the best-case scenario in a bid to get the license. This means that all projections might not be met in all cases. Some also fail to understand that their product will have to meet your standards and not just use your logo.