Brand licensing is the process of leasing of a brand to a company or individual who wants to use the brand in association with a product for a specific time frame and region.
The key benefits for a licensor are:
- The ability to increase brand recognition
- Create brand awareness
- Support and enhance its core values
- A great way to enter new markets and generate new revenue streams.
The benefit for the licensee is the ability to increase consumer interest and sales of their products and services.