To best help you understand how to expand the licensing value of your brand, let’s take a step back and reflect on why companies choose to brand their products in the first place.
Companies brand their products to differentiate them from their competitors’. For example, most consumers have no problem differentiating a Coke from a Pepsi. By giving their products a brand, companies can begin a dialogue with their consumers about their products’ attributes. Over time, a consumer learns she can rely on the brand to deliver a consistent and expected value. [Más…] One of the best examples of this is the Tiffany brand. Whether or not you have every bought from Tiffany, you know the brand is synonymous with the highest level of quality, service and reliability in jewelry. In fact, Tiffany has consistently delivered on this promise for almost two hundred years. For this reason, a Tiffany consumer will not buy from any other jeweler. Moreover, if ever asked where her jewelry was purchased, most women enthusiastically proclaim the Tiffany name.
To best help you understand how to expand the licensing value of your brand, let’s take a step back and reflect on why companies choose to brand their products in the first place.
Companies brand their products to differentiate them from their competitors’. For example, most consumers have no problem differentiating a Coke from a Pepsi. By giving their products a brand, companies can begin a dialogue with their consumers about their products’ attributes. Over time, a consumer learns she can rely on the brand to deliver a consistent and expected value. Leer más “Expanding the Licensing Value of Your Brand”
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