Licensing can generate big business for brands. The top 150 global licensors accounted in total for almost $230 billion, according to License! Global. Disney alone reported $39.3 billion in retail sales of licensed merchandise worldwide in 2012, fueled by the popularity of its Marvel Comics properties.
Brands in categories from apparel to automotive to sporting goods to spirits are licensed. Even celebrities license their brands – Usher Cologne, anyone?
Licensing’s popularity makes sense. It can boost brand exposure and expansion without ...Continue Reading →