Licensor or Brand Owner

    Builds and strengthens the brand image beyond traditional boundaries and builds brand value
    Increases awareness of the brand and its core products amongst consumers who otherwise might not be brand    aware.
    Helps to reinforce brand message and position in the marketplace.
    Attracts new customers to the brand name
    Allows consumers to acquire authorized rather than illegal or unauthorized products using the brand name, marks and logo.
    Enhances the importance of the brand name to existing customers
    Allows entry to additional or new trade channels
    Protects trademarks by broadening the trade use of marks
    Generates revenue beyond the normal revenue and profit stream of the brand owner

Licensee or Manufacturer

    Grows market share by associating it products with a brand name and image that transcend the intrinsic retail value of the product manufactured
    Builds competitive advantages over competitors with weaker or no brand awareness
    Generates greater revenue without the start up costs associated with brand development and promotion

Licensees or Manufacturers

    Increases market share of core products through brand acceptance
    Opens new retail channels by channeling channel appropriate brands to their proper niches.
    Gains shelf space at retail by offering multiple valid alternative profit solutions to the retailer
    Increases awareness of product offerings
    Attracts new customers to existing products
    Builds competitive advantage over companies who compete only on price
    Increases sales through a wider assortment of products, giving reasons for additional space
    Lends credibility to their products through brand association
    Generates incremental revenues through the sale of licensed product over and above core non-branded products.