Category: general

Similar to Xerox, who recently licensed fax machines, now Kodak returns to traditional product categories via licensing.

On March 3 the licensee announced a licensing agreement to produce KODAK-branded 35mm cameras and accessories. The products will be released in the second quarter of 2009.

The KODAK-branded line will launch with approximately a dozen SKUs including 35mm cameras bundled with KODAK film, SLR cameras, webcams and card readers.

MSRPs will range from $15-$25 (US) for the reloadable 35mm cameras to $200 (US) for the SLR cameras.

The series will also include KODAK-branded computer peripherals such as computer mice, mouse pads, multimedia keyboards, and laptop cooling docks. Peripheral prices will range from U.S. $15 to $80.

The new products will be sold through an extensive distribution network worldwide.

According to www.velobiz.de the licenses for bicycles under the brands K2, Columbia and Jeep were transferred.

Supposedly, the original licensee got into financial trouble.

Often we are asked, should brand licensing be handled by an inhouse department?

Our answer is two-fold:

1. To acquire licenses you are better off with an agency.
2. For the management of existing licenses an inhouse department makes perfect sense.

To proof our point here is a story from one of our clients.

We had arranged the first license for his brand.
It took us six months and we are glad to say,
it is very successful up until today.

Shortly thereafter management changed and the new
general manager took licensing inhouse.
After some failed attempts by himself, he hired a
professional to place additional licenses.
We know from the existing licensee, that the person
did not serve the license, we had arranged.

It took the inhouse person more then three years
to place the second additional license.
Even at conservative numbers, the general manager
invested well over 150,000 Euros for salary, office,
travel expenses, etc. without any return so far.

It will take more then a while for this inhouse licensing
to break even.

Man muss nicht alles selber tun, manchmal soll man es nicht.

Unter der Marke Xerox erscheinen nun Faxgeräte in Lizenz.
Zur Erinnerung, das Kopieren wurde von Xerox erfunden und in den USA spricht man immer noch von “to xerox”, wenn man eine Kopie anfertigt.

Mit dem Anstieg von Email- Kommunikation und naher rechtlicher Gültigkeit derselben ist absehbar, dass die Kommunikation via Fax rückläufig sein wird. Daher ist es sinnvoll für Xerox diesen zukünftig schrumpfenden Markt in die Hände eines Lizenznehmers zu legen.
Für diesen wiederum ist die Absender-Marke Xerox erfolgversprechender, als sein eigener unbekannter Firmenname.

Via Lizenzen erweitert Diesel sein Angebot für Zuhause. Zusätzlich zu Heimtex gibt es zukünftig auch Lampen und Möbel.
Bereits lizenziert sind auch Brillen, Parfum, Uhren, etc.