In-Licensing Brand Targeting Research
They are many reasons why a Product Manufacturer or Retailer may want to license an established brand to put on a product line. A few reasons may be:
- Want to command more of a Price Premium for your product by licensing a brand with a better value profile for your consumer
- Need for a Flanker Brand to cover a different market segment in the category
- Owned Brand may not be performing well in the product category or maybe regional in its equity profile
- May not have enough budget to go through the expense of building a new Brand in a product category or a new region
- May need to replace an existing license that they are exiting
The art of this type of research is finding the "right" brand that the manufacturer or retailer can be most successful with against the current competitor set. Finding the best possible fit is where Brandar comes in.
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