The Brand Licensing Process - Step 7: Conduct Orientation

1. The Brand Licensing Process STEP 7: Conduct Orientation PETE CANALICHIO Orientation Process Well-run licensing programs require a formal orientation session shortly after the contract is signed. 1. Attending from the licensor’s side should be members from the licensing group, the brand group, product development and sales. 2. Members attending from the licensee’s side should include the general manager, product development, account management, sales and marketing. 3. The licensor normally gives the licensee an overview of the brand architecture, brand positioning and category positioning. 4. The licensor also takes the licensee through the product approvals process, timelines and key terms in the licensing agreement. 5. The orientation session also includes a review of all testing and auditing protocols. 6. Normally, the licensor will deliver a brand licensing style guide to the licensee at the orientation. The style guide helps direct the licensee on how to use the brand logo and style elements when creating products, packaging and marketing collateral. If the licensor does not have a brand licensing style guide, it is highly recommended that they develop one. 7. The orientation session is used to walk the new licensee through the approval process. The licensee must be intimately familiar with the approval process if they wish to get their products approved quickly and efficiently. Shown in figure 1 is the Sample Approval Process and in figure 2, the Sample Submission Form. Approval Sample Reviewed for Concept Concept sample Product-related concepts only Pre-production Prototype sample Product and art Finished product Production sample Product and packaging Other Contractual samples Contracted samples pulled from production line and sent to licensor after production sample approval Figure 1. Sample Approval Process TO BE COMPLETED BY THE LICENSEE DATE OF SUBMISSION: LICENSEE NAME: CONTACT: LICENSEE PHONE: FAX: EMAIL: LICENSEE ADDRESS: PRODUCT NAME: STYLE/SKU: PRODUCT DESCRIPTION: SUGGESTED UNIT RETAIL: $ AVERAGE UNIT WHOLESALE: $ MATERIAL SUPPLIED: PRODUCT ADVERTISING POP/POS PACKAGING OTHER TYPE OF SAMPLE: CONCEPT PROTOTYPE PRODUCTION CONTRACTUAL OTHER NO HAS THIS SAMPLE BEEN SUBMITTED BEFORE: YES PREVIOUS COMMECTS: DATE OF PREVIOUS SUBMISSION: DOES THE SAMPLE NEED TO BE RETURNED: YES NO BY DATE: TO BE COMPLETED BY LICENSOR/BRAND LICENSING, CREATIVE AND LEGAL COMMENTS: APPROVED PROCEED WITH CHANGES RESUBMIT WITH CHANGES NOT APPROVED DATE: SIGNED BY: Figure 2: Sample Submission Form Grab V aluable Resources from Brand Licensing Experts for 100% Free Today Are you interested in extending your brand’s influence, strengthening consumer relationships, and generating unlimited revenue from guaranteed royalty payments? Get Your FREE Membership Today PeteCanalichio.com/fast-track PETE CANALICHIO