Signing brand authorization with famous brands is a way adopted by many companies.

This way is similar to many years ago brand companies seeking entertainment and movie stars, but the way of brand authorization often gives enterprises more inspiration and more opportunities to extend. Of course, brand authorization also has many risks and opportunities.

Who is the most popular authorized brand?

1. international famous brands: Disney characters, heroes, Transformers, Bobbi, Snoopy, Mi Fei, Altman, Thomas & friends, SpongeBob SquarePants, Teletubbies, Sesame Street, small Ma Baoli, cherry meatball, Garfield, Dora A dream, angry birds, engineer, croup, big mouth monkey, tuskey, crayon little new, sailing king, Popeye and so on;

2. fashion sports brand: all kinds of football clubs (such as Manchester United, Juventus, Barcelona Football Club), Guinness world records, California University, University of Cambridge, Yale University, Marilyn Monro and so on.

3. the well known authorized projects in China: Pleasant Goat and grey wolf, Ba la la little magic fairy, armor warrior, gobot attack, Moore Park, SEL, Ali, bear haunted, star cat, daddy and so on.

From the above authorized brands, many of these brands come from.

There are also some early education programs or TV entertainment programs. These images give the brand personality, characteristics and adapt to the crowd from the day of their birth, and whether these things can help enterprises achieve sales volume is the key to signing the authorization.

However, does an enterprise or a store choose the animation licensing brand, does it mean success?

Recently, I have contacted an internationally famous brand executive manager of a big animation company. They have a certain relationship with their large chain retail outlets through their own advantages. They have influenced the purchase of a large number of retail enterprises through the dissemination of brand image, and reached an oral agreement to enter the field. After that, they communicated with each manufacturer, hoping that the manufacturer would become its authorized supplier, promising to enter the field, and attracting many manufacturers as a gimmick.

But when asked how to enter and operate, the brand side said that enterprises need to communicate with themselves, they are only responsible for promotion.

If so, for some outdoors who are very unfamiliar with domestic access, the authorization can not be counted, because manufacturers still need a lengthy negotiation process and the need for landing support for business hype in all parts of the country.

A few months later, I did not see any brand products in the stores that the brand licensing company claimed to have promised to focus on, but the brands couldn't directly support the authorisation providers. Only those distributors who control the terminal channels could gain profits by increasing the category at any time, and the newly entered enterprises often faced many difficulties and unpredictable problems.

Therefore, it is not easy for an enterprise to turn over its body through licensing.

A brand is like a school where students enter school, and schools do not guarantee that you will get a good job or career prospects after graduation.

A good brand may have a vast brand identity image database to the enterprise, you may find the inspiration of the future corporate image from the product image design, so as to enhance your ability.

However, a good brand will only examine your product for business reasons, but whether the product is marketable or not, brand makers often do not make judgments, and brands often lack professional judgement to determine the future trend of products.

Therefore, as an authorized enterprise, we must know what we need and have a anticipation and judgement on the brand image, because most of the brand authorization is signed according to the cycle. Sometimes some brands may only be temporarily heated in the market, or even the strength of the brand is weak, and there is a lack of promotion and publicity ability in the market.

At the same time, even if the brand business is a foreign strong enterprise, it will also meet the domestic broadcasting network channels of foreign products broadcasting restrictions and can only play one round, or can only play in the non key period, thus affecting the brand influence.

The classic and influential brands such as Princess Disney, Mickey and Sesame Street have experienced many years of market test, and brands with strong brand influence and market vitality often have many thresholds.

Such as Disney's stationery category authorized business is not the only, in the market, there are three or four in production, from the oldest Lianzhong, Miller Qi, Fu Le Meng and many other enterprises at the same time, so that the terminal may be due to a number of manufacturers, resulting in terminal price confusion, brand positioning ambiguity, different quality, and even bad money drives out good money phenomenon, between peers, and brands in the terminal malicious market competition.

In addition, when choosing a brand image, a businessman should not only consider its combination with the current product development, but also consider the feasibility of developing new products in the future, and whether it is suitable for the development of related series of supporting products in terms of product audiences and image connotation.

Only in this way can the image value of the authorized brand be maximized.

Brand authorization may open a door to the authorized manufacturer, but it is also possible to shut the manufacturer inside the door. This double-edged sword must be used with caution. After all, authorization is not only about the authorization, but also the product development effort and products produced by the enterprise for this image. How to sell the brand image product and get the benefit is the most important.