Increasing profit is not the only reason for a good Brand Licensing effort. Selecting the right brand partners to extend your brand and reach new consumers (babies in this case?) while still meeting the expectations for the affinity of your brand are key elements in successful Brand Licensing. Also important is the ability to reach beyond the expected. If all that aligns, then, hopefully, so will the profits.
Here’s a look at BMW’s first attempt to take the brand outside the dealer channel. Just think of all those Beamers-to-be in the stroller now driving an M3 in a few years, not to mention those Beamer aficionado Moms and Dads happy to make the connection.
Check out this article from brandchannel.com and originally posted by Dale Buss on Nov. 12, 2012; click here