A lender or a borrower be

Discusses brand licensing, in which manufacturers lend or borrow brands and characters; examples include the use of Disney's 'The Lion King' on a wide range of goods from stationery to toiletries.

A lender or a borrower be

Licensing - lending or borrowing brands and characters - can be a highly cost-effective way for brand owners and manufacturers to make the most of their assets. By Paul Rivers of specialist agencyJust Licensing

Paul Rivers

'How do I make the most of my brand? I am sure it could be successful in other product sectors and markets.' This is a thought process which many brand owners have gone through over the years. The drive to maximise assets and expand a brand franchise into as many areas as feasible is strong.

For...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands