Brand authorization, also known as brand licensing, refers to the licensing of trademarks or brands owned or represented by licensor to licensee in the form of contract.

Precautions:

First, consciously safeguard the brand image, which refers to the first principle of brand authorization.

Second, the brand positioning in the practice of brand authorization is clear: if you want to open and occupy the international market. When the brand positioning is not clear, such as Disney, it will provide information for the successful brand authorization of enterprises and form a unique market segment, which will not lead to the failure of authorized products.

Third, brand authorization must pursue quality. The purpose of brand authorization is to lend the brand value of parent brand to the licensee, which is the most important asset of the enterprise. Your brand must be a national brand (Blue Cat, you must choose your own market segment. At this time, in many enterprises that implement brand authorization, there is no distinction between authorized brands, and the emphasis is on survival rate rather than authorization rate.

Fourth, the effective management of authorized brands Brand authorization should start from "small". Brand authorization is to promote consumers' trust and squeeze parent brand's resources. It is necessary to subdivide the youth market and carry out effective management, so as not to have the effect of not cooperating with competition.