In 2008 lizenzierte Philips in Amerika sein Geschäft mit Fernsehern, wie hier berichtet. Nun vergab Philips eine weitere vollstufige Markenlizenz, diesmal für Digital-Kameras und digitale Fotorahmen.
Die Lizenz erstreckt sich auf die Märkte USA und Kanada.
Der Wettbewerb um die Aufmerksamkeit des Verbrauchers steigt. In der Befragung für die aktuellen Pegasus Awards von Reader’s Digest nannten die Probanden ungestützt über 3.700 Marken, mehr als jemals zuvor.
Zur Orientierung: Deutsche benutzen durchschnittlich nur etwa 2.500 Wörter pro Tag.
Nivea, Gewinner der Pegasus Awards, hat auch durch die Ausweitung der Produkt-Range seine Position im Relevant-Set der Verbraucher ausgebaut. Als Monomarke für Creme wäre das sicher nicht gelungen.
Weitere Gewinner sind Asbach, Frosch, Haribo, Maggi, Müllermilch, Odol, Rotkäppchen und Yves Rocher.
For years now, you can buy McDonald’s ketchup in German supermarkets and food stores. This makes perfect sense for McDonald’s since this:
Not to mention the additional sales and profits.
Now McDonald’s rival, Burger King, is following suit with a brand license for microwave fries. As french fries are the most global food, this might be the better choice then ketchup.
Some years ago, David Bowie took his music rights catalogue and future licensing revenues public. He was the very first artist to do so and it was a real innovation then. David Bowie collected roughly US$ 30 Million.
Recently, Annie Leibovitz got into financial trouble. She has given her catalogue and its royalty income as collateral to one of her creditors.
The creditor now is offering Annie Leibovitz’s catalogue and wants to collect US$ 50 Million. But the offers from photo licensing agencies are more like US$ 10 – 15 Million.
The reason for this discrepancy s in the licensing potential. The agencies know better, what to expect and value accordingly.
To all brand owners, considering to sell their brand one day, this should be an alarming signal. And a reason to consider a brand licensing business model.
In 2008, Philips switched from manufacturing and selling TVs in North America to a brand licensing model. We wrote about it here.
Continuing this strategy, Philips now announced a brand license for its digital photo camera and digital picture frame business in the USA and Canada.
The licensee will have access to Philips’ brand, technology and engineering. Production, sales and marketing will be the responsibility of the licensee.
Of course, Philips maintains control by executing its right of final approval.
This is the business model of the future. We call it:
“Doing only, what one does best.”
This business approach was chosen by P&G a while ago, it is called connect and develop. It led to increased profitability even during the current recession.
