marja konttinen 'brand-marketing-pg-connects' rovio
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Marja Konttinen 'brand-marketing-pg-connects' RovioTRANSCRIPT
Rovio © 2014 Confidential
Turning Your IP Into a Nest Egg – The Rovio View of Licensing
Marja Konttinen
Rovio © 2014 Confidential
License to… IP (intellectual property)
“The practice of allowing a manufacturer (“licensee”) to affix or associate the idea, character, design or other representation owned by another (“licensor”) to his products.” Pat Upton, Make Millions in the Licensing Business
Why licensing?
Licensor: •Build and boost your brand and business, extend your brand outside your core medium•Partners: Outsource manufacturing, Work with established, trusted partners•Marketing: Get visibility outside your own core field and channels
Licensee: •More sales through recognisable name/characters, and relevant marketing support
Rovio © 2014 Confidential
Brand marketing
“As more companies—from Fortune 500 ones to startup companies – incorporate licensed products into their lines, licensing has become the marketing strategy of the future.” Vanessa L. Facenda, Supermarket Business
No marketing budget?
Licensing out your brand to partners can also be an effective marketing tool:•Increased visibility and awareness •Unexplored channels and reach •New local markets•Business opportunities – barters, collaborations or monetary deals
Rovio © 2014 Confidential
Leveraging partnerships: 1+1=3
1. Brand fit – partnership makes sense and offers new experiences for both2. Common goals – align audiences, timings and targets3. Fan fit – final product should be fun for the end user
Rovio © 2014 Confidential
Rovio © 2014 Confidential
Rovio © 2014 Confidential
Rovio © 2014 Confidential
Rovio © 2014 Confidential
Rovio © 2014 Confidential
Rovio © 2014 Confidential
Rovio © 2014 Confidential