What should we pay attention to when licensing brands?

Brands, especially well-known brands, are the most important assets of enterprises, especially cartoon enterprises, and can even be said to be the only valuable assets. Blind brand licensing may have a negative impact on the company's original cartoon brand, or even be a fatal blow. Brand licensing must pursue quality and pay attention to survival rate rather than authorization rate. Brand licensing should be about granting one person to live, rather than granting one piece and living to several. Extensive licensing that does not focus on survival rates is a big taboo in brand licensing. In brand licensing, there are seven commonly used methods. You can click on "Brand Licensing Concepts and Classifications" to view them in detail. The necessary conditions for brand authorization are: if you want to open and occupy the international market, then your brand must be a world-class brand (Walt Disney, Warner Bros., Hello Kitty Sanrio, etc.). The benchmark for a world-class brand is market share. The rate reaches more than 10 in the world; if you want to open and occupy the national market, then your brand must be a national brand (Blue Cat, Red Cat Blue Rabbit, Ma Xiaotiao, etc.). The benchmark for national brands is market share. Reaching more than 10 nationwide; if it is just a regional brand, brand authorization is of little significance. Most people's standard for beauty is a well-proportioned figure. If you are too tall, too short, too fat or too thin, it will reduce the value of beauty. The same is true for brand licensing companies, which pay attention to balance and appropriateness. In brand licensing, you must not only learn to teach, but also learn to receive, in order to effectively utilize the brand's effective resources. Therefore, brand slimming is also an important part of the brand licensing strategy. Every authorized brand must choose its own market segment, form a unique market segmentation, create a unique brand personality, form a unique market value, and attract a unique consumer group. Cartoon-themed consumption cannot be just for teenagers and young people. Position your brand scope to cover all youth and youth groups. Youth and youth itself is a large-scale positioning, and it must be subdivided into the youth and youth market. Cartoon brands that are quite influential in China, such as Teletubbies' positioning for young children and Ultraman's positioning for boys, are all the result of precise market segmentation and positioning. When the brand positioning is not clear and the authorized brands are not differentiated and cannot achieve the effect of collaborative competition; or there are too many authorized brands, not only will the expected results not be achieved, but the image of the original parent brand will be blurred and the resources of the parent brand will be occupied. , the brand copyright owner must take measures to slim down the brand line. In many companies that implement brand licensing, due to the monotony of the brand licensing strategy and the single operation method, the brand is "granted", but it cannot develop. Neither the authorized company nor the parent brand has achieved satisfaction through this licensing cooperation. At this time, what is most needed is to strengthen the awareness of "rights" and strengthen brand management. For effective management of authorized brands, the focus should be on how to avoid risks, mainly starting from the following aspects. 1. Grasp several basic principles of brand authorization: First, the matching of authorization, which refers to the first principle of brand authorization. Brand authorization that violates this principle will either lead to the failure of the authorized product or damage the parent brand. Rights and interests; but the diversity of authorization, such as product complementarity, similarity in target markets, similarity in emotional interests, and other brand characteristics that have nothing to do with product performance; the third is authorization market research, market research before authorization is indispensable; the fourth is the big goal and small steps of authorization. If the one-time span is too large, it will easily lead to failure. Therefore, brand authorization should start from the "small" and take a small step first to make it easy for the target group to accept. It also greatly reduces the adhesion between the brand and specific products, thereby laying the foundation for further authorization of the brand in the future. 2. Improving quality is the magic weapon for brand authorization. The richer the brand meaning and the higher the quality and reputation, the further the brand authorization can go. However, any brand has certain limits and is suitable for its own boundaries. High-quality products lead to high-quality brands. The better the cartoons are, the higher the cartoon brand value will be, and the target audience will be more dependent on the products it launches, such as Disney. At this time, the success of the authorized product is greater. 3. Consumers come first.

Brand licensing is more likely to be successful when there are good associations with the brand and there is a match between the brand and the licensed product. Therefore, companies cannot easily break consumers' psychological stereotypes. 4. Before brand authorization, do a good job in evaluating brand strength. This is a link that most domestic cartoon companies are extremely lacking. The purpose of brand licensing is to lend the brand value of the parent brand to the licensee, so that it can quickly launch new products to the market with the help of the reputation and influence of the parent brand. Therefore, the premise of brand licensing...gt;gt;

What does brand authorization chain mean?

Brand authorization, also known as brand licensing, originally originated in European and American countries. It is a brand-owning licensor who authorizes his brand to the licensee in a reasonable form. Use, and the licensee creates more value for the product by using the existing value of the well-known brand, including the brand's audience recognition, etc. to ensure that its product meets the quality assurance required by the brand. Usually it has a certain production capacity. , sales scale and qualifications of manufacturers. Globally, brand licensing has become an industry worth nearly US$200 billion. At present, brand licensing in European and American countries has developed quite well. Many companies regard brand licensing as an important tool for marketing. It can even be said that brand licensing has become one of the most effective marketing and brand extension methods in modern times. But in China, brand licensing has just started and there is still a lot of market space.

What does the brand authorization link mentioned in Tmall rules mean?

Authorization link level description:

The first level with the trademark holder as the source Authorization means that the trademark owner authorizes merchants to sell their branded goods.

A complete second-level authorization with the trademark holder as the source means that the trademark owner authorizes a company to sell its branded goods, and the company authorizes a merchant to sell the branded goods. The merchant needs to provide the trademark owner with the authorization to sell the branded goods. The company's authorization letter and the authorization letter from a company to the merchant. By analogy, complete authorization within the second/third/fourth level originates from the trademark holder.

For example:

The trademark owner authorizes Company A to sell the goods of its brand (regarded as the first-level authorization), and Company A authorizes Company B to sell the goods of the brand (regarded as the second-level authorization). Authorization), Company B authorizes merchants to sell products of this brand (regarded as third-level authorization).

Are trademark licensing and brand licensing the same? 10 points

Hello,

Of course, a trademark authorization letter and a brand authorization letter are different.

Trademark Authorization Letter

1. If your trademark is a registered trademark, what you are talking about should be a trademark use license, which can be downloaded from the National Trademark Online.

2. There is no trademark authorization letter format like the one you mentioned. If you want to register a trademark, you only need a trademark registration application. If you are looking for an agency, you will also need a power of attorney. Agencies have these things, and you can also download them online. There are many.

Authorized brand authorization letter

The content of the authorization letter includes the agent, principal, agency matters, agency authority, agency period, calculation and payment method of agency fees, etc., and should be It is determined based on the specific matters of the agency; in addition, agency and agency sales are not consistent, especially when a dispute occurs. According to legal provisions, the agent's agency behavior is generally subject to the authorization of the principal, and the consequences of agency matters are determined by The principal shall bear the responsibility and the rights shall be enjoyed by the principal.

What does the official authorized store on Taobao mean?

Genuine, as promised by the manufacturer

I work on Taobao and would like to know where to apply for brand authorization

Hello, please take a screenshot to demonstrate step by step. This is just a collection, please remember to adopt it if you think you have the same idea

1. Click on the seller center and then select the supply center. There is a brand supply in it

2. You can see the round of supply later. Broadcast poster, that is to say, the sources of goods applied from here will have the brand authorized icon.

3. Click I want to join, and the following web page will pop up

4. After filling in the information, you can submit it. After the submission is approved, click Distribution Management, and the following web page will pop up

It is then up to the sellers to choose their own suppliers. If the cooperation between the seller and the supplier is successful, and the seller publishes products supplied by the distributor, the products released will have the brand authorized icon.

PS: This is purely hand-made. If it is useful, please remember to adopt it! ~

The translation of brand authorization letter is: What does it mean?

Brand authorized direct sales means that the manufacturer directly authorizes a certain seller. The meaning is; 1: There is less one-level wholesaler in the middle, and direct sales stores are directly authorized to carry out direct sales, so that they have larger profit margins. Two: Authorize XX direct sales stores in each area in a planned manner, but not too many, otherwise it will affect the sales volume of other authorized points, which also involves the economic benefits of the direct sales stores. Three: Easy to manage and prevent counterfeit products from being sold in the area. It is legal for the brand manufacturer to have a license, and it is also legal for the authorized direct sales store to have a license. The other 26 companies in China that are legal or not are all SB.

What does brand authorized direct selling mean?

Brand authorized direct selling means that the manufacturer directly authorizes a certain seller. The meaning is; 1: There is less one-level wholesaler in the middle, and direct sales stores are directly authorized to carry out direct sales, so that they have larger profit margins. Two: Authorize XX direct sales stores in each area in a planned manner, but not too many, otherwise it will affect the sales volume of other authorized points, which also involves the economic benefits of the direct sales stores. Three: Easy to manage and prevent counterfeit products from being sold in the area. It is legal for the brand manufacturer to have a license, and it is also legal for the authorized direct sales store to have a license. The other 26 companies in China that are legal or not are all SB.

What is product licensing?

Some software is patented and is not free to use, so you have to pay. After you pay, he will authorize you to use this software.

How to set the brand authorization mark on Taobao 5 points

This thing is not set by you, it is authorized by the supplier of the distribution platform to you.

Having a brand authorization logo will make it easier for consumers to trust you. However, the Taobao distribution platform is not very profitable, and the competition is fierce and the products are not personalized.