A successful licensor develops and implements a targeted licensing strategy which supports, expands or strengthens its brand identity, said Shawne Mastronardi, director of retail services at Kurt Salmon Associates. KSA advises clients to build what it calls a “road map,” to direct their licensing decisions.
This plan should outline the licensors’ vision for:
* Overall brand strategy.
* Target market segment.
* Appropriate distribution and price point.
* A plan for product category introductions.
* Criteria for selecting and evaluating licensees.
Mastronardi said a successful licensor approaches the development of a licensing strategy from all perspectives — product/brand, retail and consumer.

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