With shaky economic conditions and changing consumer tastes, this is probably a good time to ask 'what makes a great licensed brand?'

We know that the market share for entertainment brands has been shrinking for over a decade, and that licensees and retailers are increasingly looking towards non-traditional brands to deliver growth.

Newer licensing sectors such corporate brands and celebrities are enjoying enormous success, but let’s look specifically at the art and design sector and reflect on what makes a lucrative, enduring art programme.

To read the full column, click here.

If you are interested in writing an opinion piece for Licensing.biz, please contact Samantha Loveday.

Advertisement