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BRAND EXTENSION

BRAND EXTENSION

It takes a great deal of marketing success to build a high equity brand but once you have it why stop building and leveraging it? We see great examples of brand extension all of the time with well-know brands such as Starbuck's selling coffee makers, candy, etc., Kellogg's creating cereal bars, Martha Stewart continuing to extend her brands into all kinds of markets. Brand extension does not have to involve a national product. For example, local barbeque restaurants sometimes market their sauces in local grocery stores, restaurants sell t-shirts and apparel, etc. The easiest way to extend a brand is through a licensing agreement as the brand owner (licensor) does not have to invest in additional capital equipment to manufacture a new product or learn a new service. In addition, the licensee, in many cases a manufacturer, does not have to invest the time and resources to create a high equity brand rather it can begin to sell its product immediately. Thus, SMS is fully capable of providing full-service licensing support to both brands and licensees.

We offer the following:

  • Licensee strategy development: We have experience helping brands select the appropriate product lines to extend their brand and the manufacturers to make it and market it effectively

  • Licensor strategy development: We have helped firms find the appropriate licensor for their product or service and integrated into their marketing mix

  • Contract development: Whether the licensor or licensee, we have legal counsel to help establish a fair and mutually beneficial contract that protects both the brand and the intellectual property involved





Please Call (843) 795-9096 or EMAIL US for more information
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