License to thrill

When people think about brand licensing – that ’ s when a brand owner permits another company to create , market and sell a product or service with the brand ’ s name and logo – they often think about the benefits from the brand ’ s perspective . Brand licensing can help brand owners leverage a beloved brand to extend into new product categories and services , thereby gaining market share , reaching new consumers , driving core product sales , generating renewed excitement in the brand and expanding into new distribution channels .