How Brand Acquisition Licensing Can Build Your Business

by Broad Street | Published 08/11/2015 | Brand Acquisition for Manufacturers

Brand acquisition licensing leverages sought after brands can ensure that your products are the ones that stand out on shelf.

Brand Acquisition Licensing

Many companies come to us asking about brand acquisition licensing, yet failing to understand what it is and how it can help them.

Simply put, brand acquisition licensing is “renting” the equity in an established brand name. Companies leverage right fit brand names to put on product(s) to give themselves a leg up at retail. Licensing means you pay the brand owner a royalty to use the equity to induce trial of your product. Consumers don’t know your brand, but they will readily try a brand they’re familiar with.

For example, Broad Street Licensing Group works closely with BIC-USA to acquire the licensing rights to brands and properties such as “Walking Dead,” NASCAR, NHL, Playboy, music legends like Johnny Cash, Florida Georgia Line, Aerosmith, AC/DC and others for BIC’s Lighter Group. Non-refillable pocket lighters are a commodity that consumers purchase based on price or convenience. Adding a favorite brand to the outside of the lighter gives more incentive for BIC’s consumers to purchase lighters that speak to their personality. BIC’s lighters are the best in the category and the addition of popular brands and properties on the lighter makes them even more desirable.

While BIC didn’t have to build its own brand, adding a licensed brand to a new product or line saves you the cost of building a brand from scratch. Maybe you have been supplying a retailer with private label products, and wonder if you could do better in the marketplace by licensing a brand name. The answer is generally an unequivocal “yes.”

Want to know more? Contact us today to find out how brand licensing can work for you.

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