On Nov. 2, Philippe Guinaudeau, chief executive officer, The BrandTrends Group, discussed easy steps to predict which license will perform best for you at retail in License Global’s exclusive webinar.

License Global

November 2, 2022

1 Min Read

License Global, in partnership with Philippe Guinaudeau, chief executive officer, The BrandTrends Group, held a webinar on Nov. 2 to discuss perhaps one of the most important questions in licensing: what license is right for the product? 

Attendees of the webinar got their answer to this question in the form of seven easy steps, presented by Guinaudeau and moderated by Amanda Cioletti, vice president, content and strategy, License Global. 

“Selecting the best license for your products can be a challenge when you consider the rapid change of pace, the rapid change in trends and particularly the different phases that consumers experience,” says Guinaudeau. “For specifically the entertainment-led brands, this is what makes them so attractive for brand extension.” 

The webinar presented an in-depth look at the seven steps to predict what license will perform best at retail. Attendees learned to distinguish between "excellent” and “best” licenses, using a brand health tracker, to go beyond simple sentiment analysis. They discovered specific analytics for cutting-edge sales prediction and learned about the current entertainment licensing trends that will influence decision-making. 

Using insights from BrandTrends' groundbreaking research acquired from more than 40 countries, Guinaudeau walked attendees through the seven steps: 

  1. Master your brand identity

  2. Know your consumers (better than they know themselves) and identify their emotional journey

  3. Understand the brand attributes of your target market

  4. Assign value objectives to your product line

  5. Search for all potential licenses

  6. Know your license selection criteria

  7. Negotiate compensation and deliverables

Using the Pokémon brand as an example, Guinaudeau went over these seven steps in detail, evaluating the consumer’s journey in relation to choosing a license. 

Want to learn more? If you didn’t catch the webinar, you can still see it on-demand.

Click here to check it out.


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like