Alita’s Brand Bar is also on board to oversee the airline’s licensing program in the U.S. and Canada.

EUROPE–The German airline Lufthansa has tapped Munich-based agency The Brand Residence to represent the airline’s licensing rights worldwide.

While the airline has been active in licensing for approximately 10 years, The Brand Residence will continue to expand the brand in both national and international markets through products specially developed for Lufthansa, products geared toward the company’s corporate design and classic travel products for parents and children. A new style guide has also been developed for the German airline.

“Our goal is to establish long-term partnerships with high-end licensees and implement products that convey Lufthansa’s high-caliber image, transfer brand values and address the positive, emotional aspects of the brand, as well,” says Mariles Rasl, managing director, The Brand Residence.

Additionally, Alita’s Brand Bar, in partnership with The Brand Residence, will handle licensing and brand extension efforts for the airline in the U.S. and Canada.