Experts claim that the Indian Premier League is all set to become the next big licensing property in the country, though it is still in nascent stages. “It is just the beginning and we believe licensing will prove to be a major source of revenue for teams participating in the tournament in years to come,” explained a spokesperson for Delhi Daredevils. But reaching that platform will not be a cake-walk by any means as Marya of License India complains, “They have no clarity on what they want to do with their brands till now. But we will be happy to pitch in if they invite us,” he adds, making a public sales pitch for IPL licensing.
In fact, for marketers in India, licensing opportunities are coming in droves from a cross-section of categories and even people. India’s national religions, Bollywood and Cricket are two potential platforms that are just waiting to be tapped. Brand analysts in fact, go so far as to say that even sundry politicians in India – at least the ones with a pan Indian image – also present a great opportunity for the future of brand licensing in the country. “If Obama can do it, why can’t our politicians,” they say. Barack Obama’s ‘Change We Need’ campaign and merchandise sold like hot cakes in United States during and after the 2008 Presidential Elections. And by the way, who says Bihar is backward? Here’s some news to feed on. The state may be falling off the map so far as human development indicators are concerned, but so far as licensing of hot political brands is concerned, this one leads from the front. Already Lalu Prasad Yadav and Nitish Kumar are saleable properties in Bihar, and fire-crackers, dolls and even fodder branded in their names sells like hot potatoes here.
Speaking about Lalu, Marya has a line to add, “Brand Lalu has a lot of unlocked value attached and even today, if copyrighted and utilised well, it will sell like anything.” He however warns that in the case of political brands, there are hardly any which sell beyond a time frame of 5-10 years, of course, the Gandhi brand being the big exception here.
Commercial, character or political, fact is, brand licensing has arrived in India to stay. Nicholas Bloom, AVP – Brand Management, Beanstalk Group remarks, “For licensees, acquiring rights for a particular brand empowers them to intensify their market share in the category and often results in gaining incremental shelf space at retail.” What companies here should note is that having a prominent brand licence can open-up new channels or regions for a licensee’s product(s), that were previously unavailable and can also help a licensee acquire additional licenses or even raise capital.
Surely threats of brand-overstretch or misuse do exist, but does that matter when examples of brands (Electrolux and Anchor) that made more money from licensing activities than from sales of their core products, abound? Sometimes, the brand becomes the father of the basic product; and as far as making money goes, it outruns and outlives even the core product. Go ahead people, indulge in the power and prowess of your super brand!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
In fact, for marketers in India, licensing opportunities are coming in droves from a cross-section of categories and even people. India’s national religions, Bollywood and Cricket are two potential platforms that are just waiting to be tapped. Brand analysts in fact, go so far as to say that even sundry politicians in India – at least the ones with a pan Indian image – also present a great opportunity for the future of brand licensing in the country. “If Obama can do it, why can’t our politicians,” they say. Barack Obama’s ‘Change We Need’ campaign and merchandise sold like hot cakes in United States during and after the 2008 Presidential Elections. And by the way, who says Bihar is backward? Here’s some news to feed on. The state may be falling off the map so far as human development indicators are concerned, but so far as licensing of hot political brands is concerned, this one leads from the front. Already Lalu Prasad Yadav and Nitish Kumar are saleable properties in Bihar, and fire-crackers, dolls and even fodder branded in their names sells like hot potatoes here.
Speaking about Lalu, Marya has a line to add, “Brand Lalu has a lot of unlocked value attached and even today, if copyrighted and utilised well, it will sell like anything.” He however warns that in the case of political brands, there are hardly any which sell beyond a time frame of 5-10 years, of course, the Gandhi brand being the big exception here.
Commercial, character or political, fact is, brand licensing has arrived in India to stay. Nicholas Bloom, AVP – Brand Management, Beanstalk Group remarks, “For licensees, acquiring rights for a particular brand empowers them to intensify their market share in the category and often results in gaining incremental shelf space at retail.” What companies here should note is that having a prominent brand licence can open-up new channels or regions for a licensee’s product(s), that were previously unavailable and can also help a licensee acquire additional licenses or even raise capital.
Surely threats of brand-overstretch or misuse do exist, but does that matter when examples of brands (Electrolux and Anchor) that made more money from licensing activities than from sales of their core products, abound? Sometimes, the brand becomes the father of the basic product; and as far as making money goes, it outruns and outlives even the core product. Go ahead people, indulge in the power and prowess of your super brand!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
