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now realise the assets they have in the brand names they own. They are even putting a figure on these assets in the balance sheet - something that would have been unthinkable just a few years ago. Unlocking the potential of these assets is the key to a successful licensing programme. The rise of brand and corporate licensing has been meteoricin the USA. Already it accounts for over a third of the market and industry pundits estimate its growth rate at between 12% and 18% per annum. Reasons for this are multiple, but key to its development is the increase in size and affluence of the adult population. Corporate licensing opens up new peoduct categories for
potencial usage - it is quite feasible to have an expensive
wristwatch branded with the logo of a sports car
manufacturer. As long as quality of the product is good, the
licensor is getting low cost, low risk brand
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