3 Trends Shaping The Future Of Brand Licensing [Forbes]
Warner Bros. Discovery, Inc. - Series A (WBD)
Company Research
Source: Forbes
Licensing is the process by which an intellectual property owner (or brand licensor) effectively “rents” its property to a trusted partner in an effort to extend the brand identity to new products and services. Through the diversification of products across a wide range of categories, brand licensing allows for increased accessibility for new and existing customer audiences. The industry is built on relationships and mutually beneficial business strategies that capitalize on the emotional connection between consumers and brands. Licensing addresses the customer experience while simultaneously maximizing value and capitalizing on brand identity. Recently, our licensing group has seen a few trends in the space that are rich with potential for growth and innovation. I'll cover three of them in this article. Market Consolidation & Acquisitions Market consolidation and acquisitions within multiple industries, particularly in entertainment and toys, have shown the power of combination
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