关于知道品牌授权的趋势,演变和范围

对品牌授权的关键趋势和战略frugtniet给予详解
关于知道品牌授权的趋势,演变和范围

与印度对话的独家授权 先生。给frugtniet,董事总经理,大图片许可 在上牌段的最新趋势与机遇详解。 

Dan

品牌授权是作为一个自然发展的一个知名品牌,在您看来,什么应该是使用DTC原理数字本土品牌的做法?

并且有总应该是涵盖基础电视/电影/数字/体验的路由消费品牌从不同消费者不同平台的多元化。他们如何产生共鸣和增益牵引着他们的观众和他们的单一目标人口将因此而改变。当涉及到的方法或策略的数码品牌,它们可以很潮流驱动,因此更细微的差别是需要计划的市场有效的途径。普通他们在不同的工作,以生命周期的内容驱动的品牌,因此,例如数码品牌可能会出现不知从哪儿突然成为下一个“炙手可热”,当它涉及到品牌的孩子,可以通过驱动ESTA加速因子是最有效的“操场推“这是同行的压力支持和一个品牌,是最酷的品牌突然在城里为孩子们的需求。因此在发挥的因素是如何做的许可/品牌拥有者应对这突如其来的对他们的IP产品的需求。当他们无法预测他们的品牌有多长实事求是是炙手可热。其中,因为这是传统的零售模式并不一定适合数码品牌由于更短的生命周期的潜力。例如,一个内容驱动的传统品牌像爪子巡逻可以随着时间的推移,培养忠实的观众和消费者与广播,然后是申请许可,以生产产品,达到9-12个月之间,零售后常。所以,这就要求持牌人有信心该品牌将仍然由时间消费的产品有强烈的需求它们的范围被列在零售。在爪子巡逻的情况下,对尼克和其他FTA渠道不变广播可能为了提供ESTA需求和品牌的认识,推动产品的销售。当涉及到数字的财产,虽然它很可能依然铿锵随着目标人群12个月后,他们与出让方签署他们的合同,也没有对持牌人及零售商保证同一水平。在这种情况下,一个数字财产可能要考虑DTC模式,他们可以用生产点播供应商作为供应商的合作伙伴,可以建立或重新皮肤现有的DTC零售网站,并与新的创意产品来填充它的工作使用数字IP。这可以在运行1-3个月,并成为唯一的目的地,他们可以购买点播这是直接运到他们家的产品的消费者。 ESTA加快模型完全航线市场与传统零售业也将删除链接和风险,包括库存过股票,如果品牌异军突起突然流行1年后下降。我真的很喜欢这个模型和工作在空间ESTA具有全球影响力覆盖65个地区拥有此DTC模式的主要参与者(包括印度!)。

什么是一些整体趋势牌,你“感觉强烈亚太地区和印度的准备?

印度和亚太地区可以有在牌共鸣比其他任何领土上,或在品牌中独树一帜趋势生命周期仍然强劲比欧洲更长的这些市场或美国。这是它的美是品牌授权,不是一门科学,它在每个领土的流体商业模式的反应不同。许可人的技能是集中精力和资源在市场上,他们的品牌产生共鸣最多,可以留在原地的热门品牌的较长一段时间。有迹象表明,这样做非常好,在印度和亚太地区市场相比,其国内领土或该品牌将继续在许可被世界各地的其他休息的品牌提供收入的品牌很多例子。 

什么,被你已经在过去的授权业务五年内见过的最大的变化?如何应对建立品牌授权它再配上创新?

There have been so many changes in the Licensing industry over the last five years it would be too many to list here.  But, there are key trends that can easily be observed across the world and the brands appeal to consumers.  For example, Digital brands (apps/games), eSports (teams/games), Fast-时尚 have all increased their market share over the last five years.  However, the two trends I would watch for the future are brands in the Location Based Experience (LBE) space and brands that respond to the increasing consumer demand for ‘green credentials’ including recycled materials in Apparel & Soft-lines and packaging, as well as reducing the use of single-plastics and generally reducing the amount packaging a product has.  Finally brands that associate themselves with a pro-social cause or charity will also continue to make a splash as consumers become more aware of global causes around the impact humans are having on the environment and flora & fauna species all over the world.

什么建议你给印度品牌寻找到自来水注入,整体上市?

Develop a great brand that can travel!  What are the universal themes for kids all over the world?  How is your brand relevant to kids in the UK as well as India?  Do your characters travel to countries in the content?  If so then you should explore the opportunities for your brand outside of India and find a global distribution partner that will license your content to other broadcast platforms &/or manage your global VOD channels.  Then you need to find the right partners on your journey from Licensing Agents to Licensees to Retailers.  Its all about the right people that understand your vision and see the opportunity ahead and will be with you for the full journey and the inevitable ups & downs that you will discover together.  Remember, if it was easy then everyone would be doing it!  For me, trusted long-term partners are always best.

怎样才能缩小期望有效许可人和被许可人的期望之间的差距?

There is only one simple answer to this question and that is to deliver lots of royalties from the Licensee to the Licensor, if this happens then you will have a happy partnership as both parties ultimately will succeed or fail based on the revenues delivered, and usually if revenue targets are delivered then both parties are happy!  The only other key factor I find is the communication between both parties, if this is not clear and the good, the bad & the ugly is not clearly communicated (both ways) between the Licensee and Licensor then the relationship is likely to be challenged with problems for all parties.  Effective communication is the key!

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