He searches for a particular character he is affectionate of…
Consumers look for strong brands and rely upon them to reinforce
personal values, community, trust, and originality. This creates loyalty.
Images conveying loyalty can be transferred upon new products and
services through licensing. The result is a positive attraction of consumers
in the market when making purchasing decisions.
With licensing the manufacturer is gaining the consumer awareness and
marketing benefit of a well-known brand, character, logo or design conferred
upon a particular product or service.
It can take hundreds of thousands or millions of dollars to build a brand from
scratch. Licensing represents a way for a manufacturer to take advantage of all
the brand building and image building that has already been invested.
It is a short cut to accelerated success.