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HAVE YOUR SAY: Are long-term brand values being cannibalised for short-term gain?
Samantha Loveday Nov 29 2007, 5:15pm
Comments (2)
Licensing.biz wants to hear what you think on this Friday's Have Your Say topic.
4Kids Entertainment's co-managing director Stephen Gould yesterday said that the licensing market is both fragmented and saturated, with the perceived value of a brand being cannibalised in the short-term.
Do you agree with him?
Do you think that the industry has begun to place too much emphasis on short-term film licences, rather than taking the time to develop a brand?
Should companies be looking to have a much broader portfolio - and do retailers need to review the demands they place on licensors?
We want to hear what you think.
To air your views, simply post a comment in the box below.
Comments
“Have your Say”
Posted by: Simon Kay - Nov 30, 11:15am
This is undoubtedly true. However there are other ways in which licensors and agents can combat this if they fully embrace new routes to market and the long tail theory
“Re: Have your Say”
Posted by: Adam Bass - Dec 2, 8:26pm
The short answer is yes. The slightly longer answer is that this has always been the case.