Wie von Home Furnishing News berichtet, hat Ralph Lauren eine Markenlizenz für Teppiche vergeben und erweitert das bereits reichhaltige Lizenz-Portfolio von Ralph Lauren Home. Die Lizenz für Wandfarbe gehört zu den erfolgreichsten Markenlizenzen überhaupt.
Der Lizenznehmer, Safavieh, wird im Januar sowohl handgefertigte als auch industrielle Ware auf dem Atlanta International Area Rug Market vorstellen.
Die Lizenz umfasst Nord-Amerika, Europa, Asien und den Mittleren Osten.
A few days ago I met with a seasoned, experienced CEO managing a well-known brand. After business on hand was done, the conversation went to licensing in general and we had the following discussion:
CEO: Why don’t we license the category to Walmart?
Me: What happens, when the license tanks?
CEO: Walmart is known to treat its licensors well.Me: Will other retailers carry the licensed goods?
CEO: Of course not.Me: What happens, when Walmart drops the license after 5/10 years?
CEO: Then the brand is dead.
Me: Will another retailer or manufacturer pick it up?
CEO: No, but after 10 years we’ve made our money.
Of course, the CEO is compensated based on annual performance. And statistically the CEO is unlikely to be around 10 years from now. Imagine having this discussion with a brand manager judged and compensated by quarterly results.
And that’s why we do not do direct-to-retail licenses with “our” great brands. We are in for the marathon, not the sprint. I know, the shareholders appreciate it.
Brandfreak berichtet hier, dass DeLorean ein Revival mit Markenlizenzen versucht.
Der DeLorean erreichte hohe Bekanntheit in den 80ers, als Michael J. Fox im Film “Zurück in die Zukunft” damit unterwegs war.
Nun hat der Besitzer eine Lizenz an Nike vergeben für einen Turnschuh. Hot Wheels produziert Spielzeug-Autos, Urban Outfitters Bekleidung.
Das meiste sind Promotion-Lizenzen, kurzfristige Arrangements. Geben diese der Automarke DeLorean neues Leben? Oder sind das eher Überlebensmaßnahmen?
Wiederbelebungsversuche von Marken sind in der Automobil-Branche keine Seltenheit. Maybach ist ein solcher. Angeblich erwägt PSA zurzeit den Re-Launch von Simca.
Erinnert sich jemand an eine echte Erfolgsgeschichte?
As reported by Home Furnishing News, Ralph Lauren added a license for rugs to its portfolio in the home sector.
The new licensee is Safavieh, launching handmade and industrial rugs at Atlanta International Area Rug Market in January.
The license covers North America, Europe, Asia and the Middle East.
Safavieh’s already holds a license by Martha Stewart and others.
Brandfreak reports here, that DeLorean goes back to the future.
The marketer of the iconic ’80s sports car is taking advantage of its splashy exposure around the 25th anniversary of Back to the Future by signing a flurry of licensing deals that are putting the brand in toy aisles, hipster boutiques and sporting-goods shops. DeLorean Motor Co., based in Humble, Texas, is working with Mattel, Nike, Gateway Global, Microsoft and others to fuel the resurgent interest in all things ’80s, specifically the car that epitomized new-money success/excess.
Some of licenses are promotional, some are memorabilia. There is nothing wrong with that, it just is not reviving the brand or giving it a new life as a car brand. This seems to me more like some sort of life support.
Brand revivals are common in the automotive industry. Daimler re-launched Maybach. PSA is pondering a revival of Simca. Do you recall any success stories?
