4.
WHAT IS BRAND LICENSING? Once you’ve
built a strong brand you will want to extend the range of products you sell to
increase your share of the market in that category or move into other
associated categories where you have production capability, trusted suppliers
and distribution channels already established. Customers
already trust you in this product category so not only will they want to buy
from you for convenience but also because your expertise is assumed in this
area. Extending
the brand into new product categories is called Brand Extension and usually
refers to the extension into new product categories where the manufacturer
doesn’t already have production facilities set up or distribution and category
expertise. |
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