THE BRAND LICENSING BUSINESS MODEL

“Robust brand extension strategies are vital to maintaining relevance in today’s hypercompetitive marketplace. To a degree, brand extendibility represents the most logical way to achieve profitable brand growth, however, many companies struggle with how far to stretch, where specifically to extend, and how to ensure success.”

— Mitch Duckler, Managing Partner at Full Surge, a brand strategy consulting firm, told WhatsNewinPublishing

Manufacturers are increasingly willing to partner with publishers to make branded products because of their digital properties (ie, compelling content and robust social media accounts), according to Business Insider. Additionally, publishers also possess the first party data of millions of customers. “Brand extension strategies are a fantastic way to spread the impact of your company into new areas and products. Used correctly, brand extension can reinforce the credibility of your company, help you connect with new audiences, and even strengthen your image around the world,” Steve Harvey, Co-founder of FabrikBrands a creative and branding agency, told WhatsNewinPublishing.