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