Brand Licensing Consulting Services
Many of our consulting clients manage their program internally or would like to maintain their current brand licensing agency but are seeking benchmarking or best practices improvements to optimize or growth their program into a long-term sustainable strategic asset. We provide management consulting services for your partnership program including:
- Strategic Planning - Annual and Multi-Year Goal Setting
- Growth Assessment or Growth Strategy Roadmap (include prioritized product categories)
- Opportunity or Concept Assessment
- Partner or Program Assessment
- Program Best Practices or Process Improvement
- Licensing Partner Targeting Plans, which can include initial outreach, contract negotiation and more
- Partner work-out resolution/exit consulting
Brand Licensing is a Partnership Model
When assessing brand licensing as growth strategy for your organization, it is important to consider that it is a particular partnership model...
There are implications with partnerships that can be good or bad depending on situation, strategy and your organizational culture. Successful brand licensing partnerships are no different than other successful partnerships where there is a willingness to share insight with the partner and each party works to maintain trust because, while control is spelled out in the brand licensing agreement, partnerships last based upon the depth and quality of the relationship. When leveraged properly, partnerships give you the ability to do things you couldn’t do, it allows you to expand the capabilities of your organization to innovate, grow and brand licensing extend your portfolio of brands into exciting new areas.
The Valen Group roots came from strategy consulting and through our focus on growth and strategic partnership work led us into strategic brand licensing. You can read more on our Strategic Partnership Services.
Collaborative Workshop. A workshop environment which is liberating for creating new ideas, solutions, processes and business models. It combines the right people and process to take initial insights and build upon them to identify better solutions.
Strategic Partnerships. Access to know-how, technology, assets or other IP to create valuable new solutions through partnerships.
Brand Licensing Consulting Case Study Example
We conducted a strategic assessment of a major restaurant brand owner’s long-term licensing program. New management had concerns for security in the future of current, significant revenue streams, and questioned if they could grow the program. We identified some major challenges that, with proper negotiation, could unlock significant benefit to both parties (win-win). We also helped dimensionalize upside opportunities and the realistic effort and timeline to achieve them. The outcome was a clear set of choices and subsequent actions which the client can execute, or utilize us to execute, over the years.
Are you unsure if Brand Licensing is right for your organization? So are we. Read on.
The Art of Saying No is Just Good Strategy – CEOs Perspective on Growth Opportunity Choices
There are limited resources in an organization and not every growth strategy or opportunity is worth your time...
Fees and Services – Brand Licensing Representation versus Consulting
The typical provider in the industry is a brand licensing agency that represents a brand owner and provides solicitation, negotiation and management of the overall program including licensee, royalty collection and contracts...
Our Approach
We approach brand licensing as a strategic growth venture. We have several advantages that makes us a unique choice when you think about critical elements of success: strategy, outreach, product development and program management.
Strategy
We offer strategy and innovation consulting services so when we say we do strategy, there is not one agency we know that can say they match our capabilities to drive clarity in strategic purpose and assessment of market opportunities. To develop a compelling program and attract major licensees requires a well thought out fact-based plan with consumer insight.
Critical Insight for Better Decisions - Brand Licensing Strategic Growth Assessment
In strategic growth assessment, it isn’t that there is a lack of ideas but rather a lack of insight to make a good decision...
Outreach
We use strategic, pinpointed partner outreach and team selling, leveraging our network to ensure we give clarity to potential partners to consider the significance of the brand in their portfolio.
Product Development
We leverage significant experience in branding, product research and innovation. We have an innovation consulting group so we know how to coach licensees on delivering great products and solutions that are positioned uniquely against needed consumer benefits.
Program Management
We run the business as a business – annual planning, forecasting and periodic business analysis; financial management and royalty collections; and partner management techniques honed by years of client service consulting and excellent program and project management skills.
When we assess a program or develop a growth plan, we provide a unique team mix which includes a brand licensing strategist, an innovation strategist as well as business strategy consultant to help size opportunities and assess feasibility in market access.
Brands We Represent
Below are current licensing partners who benefit from our strategic licensing program management –
