Grooming Perennial Champions

Pete CanalichioLicensing Brands, Inc.

January 26, 2011

The following slides are an abridged section from our webinar series “How to Build Your Brand Licensing Dynasty”

To purchase the complete webinar and series with audio visit www.BrandLicensingExpert.com

Today’s Agenda

• Recap of previous webinars

• Conduct Orientation− Why is this so important− Goal of the orientation

process− Licensor roles &

responsibilities− Orientation Day

• Establish Business Plan− Business planning− Sales planning− Marketing planning− Quality & compliance

management

• Summarizing the process

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Why is This Important?

• Licensing business is an extension of your organic business

• Licensees are responsible for your most important asset, your brand. They must:− Gain a deep understanding of the brand− Build the attributes into their products and packaging− Obtain approval of the products− Commercialize the category they have licensed− Meet and exceed their contractual obligations

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Goal of the Orientation Process

• Ensure the long-term success of the partnership from the outset

• Achieve this by:− Identifying roles & responsibilities of individuals from both

brand owner and manufacturer− Get everyone up to speed on the obligations of the

licensing contract− Ensure parties on both sides know each other and their

respective roles

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Orientation Day

• Offers first face to face interaction• Who should attend?• What to bring?• Overview of topics covered

− Discussion of contract terms and business implications− Brand and category strategy− Brand guidelines− Approval process and timelines− Testing and auditing protocols

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Contract Terms Discussed• Covered products• Authorized channels• Territories• Quality compliance• Approvals• Work product• Customer service• Trademark rights• Trademark notice• Manufacturer’s authorization agreement

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Business Planning

• As a licensor (brand owner)− Understanding your licensees’ business plans− Ensuring alignment with your own business objectives

• As a licensee (manufacturer)− Align yourself with the overall business objectives of the

licensor

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This has been a snippet from our webinar series “How to Build Your Brand Licensing Dynasty” To purchase the complete series with audio

visit www.BrandLicensingExpert.com