Do it the Marmite way: 会社／堅いs looking to 拡大する in new markets 勧めるd to consider brand licensing

By Helen Loveless, 財政上の Mail on Sunday

Updated: 11:51 BST, 4 November 2013

会社／堅いs looking to grow in new markets at home and abroad are 存在 勧めるd to consider brand licensing.

British icons such as Marmite, 小型の and even Paddington 耐える have used brand licensing to build 商売／仕事 and tap new markets at home and abroad.

Last year 全世界の 小売 sales of licensed 商品／売買する reached nearly £100billion, with sales in Asia alone growing 21 per cent, 最高潮の場面ing the 適切な時期s 利用できる to companies.

British icons: Marmite, 小型の and even Paddington 耐える have used brand licensing to build 商売／仕事 and tap new markets at home and abroad

商売／仕事s with a strong brand can ‘問題／発行する’ a licence to another company to produce goods for them. In return they receive 王族s, typically 10 to 14 per cent of the 卸売物価.

A 重要な 利益 for 会社／堅いs with a strong brand is the ability to enter new markets without having to commit their time and 資源s to doing so.

The upside for 会社／堅いs buying a licence is that it lets them grow sales in new markets knowing 需要・要求する is there. Kelvyn Gardner is managing director of LIMA, the 貿易（する） 団体／死体 for the licensing 産業.

He said: ‘Building a brand can be 高くつく／犠牲の大きい. For many 会社／堅いs it is easier to buy into a brand through licensing and grow their 商売／仕事 that way. The good news is that there is a 権利 licence for every 製品.’

However, Gardner 警告するs 会社／堅いs buyi ng a licence to calculate 利益（をあげる） 利ざやs to make sure they can still make a 利益（をあげる） after 支払う／賃金ing 王族s. The 抱擁する appetite for 全世界の brands 申し込む／申し出s 会社／堅いs exciting 適切な時期s for 拡大.

Success stories of 会社／堅いs making the most of their brand by 問題／発行するing licences 含む Finnish 会社／堅い Rovio, which created the Angry Birds app. About 40 per cent of its £125million turnover comes from licensing. Nicolas Loufrani, 41, is boss of the Smiley Company.

His father, French 新聞記者／雑誌記者 Franklin Loufrani, first created the smiley 直面する logo in 1972 in a newspaper 昇進／宣伝 to make readers 焦点（を合わせる） on ‘happy news items’, before selling licences to 製造者s of confectionery, 襲う，襲って強奪するs and what Nicolas 述べるs as ‘cheap 商品／売買する’.

But in 1996 the Loufranis 始める，決める up the Smiley Company in London as a lifestyle branding 商売／仕事 with the 焦点（を合わせる） on ‘冷静な／正味の, creative 製品s’.

雇うing 30 staff in Bermondsey, South-East London, it now 作品 with companies globally to 促進する the brand through fashion, 従犯者s and ビデオ games. About £100million of Smiley-branded goods are sold every year.

Through licensing the 会社／堅い is growing globally, with a 焦点（を合わせる） on 中国. Nicolas said: ‘中国 申し込む／申し出s a major 適切な時期 for us, as does India. The Middle East and Latin America are also markets we are 的ing.

‘Working with licensees means we have the advantage of not having to commit new 公正，普通株主権 to 調査するing those markets. We build 共同s and work closely with 会社／堅いs to 確実にする we 株 責任／義務s and 戦略.’