The Licensing Company has been named Chrysler Group’s new worldwide licensing agent for the Dodge, Ram Truck and SRT brands. TLC is the worldwide licensing agency for the Chrysler and Jeep brands.
“Licensing plays an increasingly important role in building global brand awareness,” said George Neill, head of marketing strategy and operations, Chrysler Group. “Whether it’s well-established vehicle names like Chrysler, Dodge and Jeep, or relatively new standalone brands like Ram Truck and SRT, it makes good business sense to get our products, and the lifestyles they represent, in front of consumers worldwide.”
TLC will work to grow each of the brand’s existing licensing programs.
“We are delighted about the expansion of our relationship with Chrysler Group,” says Angela Farrugia, group managing director, TLC. “Dodge, Ram and SRT are extremely strong and trusted brands with unique values and exceptional design. TLC will seek to ensure that the brand extension programs are a true reflection of, and complement to, each core brand’s equity values.”