Grooming Perennial Champions
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Transcript of Grooming Perennial Champions
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
Confidential 2
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
Confidential 3
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
Confidential 4
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
Confidential 5
Contract Terms Discussed• Covered products• Authorized channels• Territories• Quality compliance• Approvals• Work product• Customer service• Trademark rights• Trademark notice• Manufacturer’s authorization agreement
Confidential 6
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
Confidential 7
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