Bad licence management is costly

[:en]When it comes to licensing marketers are concerned with brand dilution. But the bigger risk is bad license management. The recent example is the Tiffany’s watch license.

In 2008 Tiffany’s signed a watch license with Swatch Group. And in 2011 the partners split with a pretty public fight, see here.

In December now the mediators decided, that Tiffany has to pay Swatch Group SFr 402 million in damages. The counter suit by Tiffany’s was dismissed.[:]