A brand’s equity is derived from the awareness and image a brand holds with its consumers. Brand equity is like real estate equity. Over time, investments in the brand, such as advertising, promotions, websites and product sales, builds its value and its equity. Licensing enables companies whose brands have a high preference to unlock a brand’s latent value and take advantage of demand that exists for non-competitive products.
This special report discusses why brand equity is one of the most valuable types of IP, and how it can be licensed to increase revenues, launch new products, or reach a bigger market.