了解品牌授权的趋势,演变和范围

对品牌授权的关键趋势和战略丹frugtniet详解
了解品牌授权的趋势,演变和范围

在许可证印度的独家对话 先生。丹frugtniet,董事总经理,大图片许可 阐述了在授权段的最新趋势和机遇。 

Dan

品牌授权来作为建立品牌的一个自然的过程,在您看来,什么应该是使用DTC原理数字本土品牌的做法?

有与应始终是路由到消费者用于从覆盖电视/电影/数字/体验不同的消费者基础平台不同品牌的不同范围。他们是如何产生共鸣,并与他们的观众获得牵引力,因此他们的个人目标受众特征会有所不同。当涉及到的方法或策略的数码品牌,他们可以很潮流驱动,因此更细微的差别是需要计划的市场有效的途径。他们在不同的生命周期,以正常的内容驱动的品牌工作,所以例如数码品牌可不知从哪里出现突然成为下一个“炙手可热”,当它涉及到的是可以通过'来驱动孩子品牌这种加速的因素是最有效的操场推”,就是同行的压力支持和一个品牌,突然最酷品牌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/品牌拥有者来响应其IP这突如其来的需求的产品时,他们实际上不能够预测他们的品牌有多长炙手可热。因为这是传统的零售模式并不一定适合数码品牌,由于潜在的短生命周期。例如,传统的以内容为导向的品牌像爪子巡逻可以建立自己的忠实观众和消费者随着时间的推移广播,则往往与9-12个月以后注册持牌人生产的产品,以打击零售。所以这就要求持牌人有信心,该品牌仍然具有由其范围是零售上市时间的消费产品的强劲需求。在爪子巡逻的情况下,对尼克和其他FTA渠道可能为了提供这种需求和品牌的认识,推动产品的销售不断播出。当涉及到数字的财产,而它很可能仍与人口12个月后,他们签上自己与许可合同的目标共鸣,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一个DTC模式,他们可以用生产点播供应商如谁可以建立或重新皮肤现有的DTC零售门户和新的创意产品来填充它的供应商,合作伙伴合作使用数字IP。这可以在1-3个月内投入运行,是消费者可以在购买产品的按需被直接运到他们家里唯一的目的地。这种模式完全加速了市场的路线,还消除了传统零售环节和风险,包括库存的过度股票如果突然下降1年后品牌知名度的迅速崛起。我真的很喜欢这个模型和工作,在这个空间里,有一个全球的足迹覆盖了与此DTC模式65个领土的主要参与者(包括印度!)。

什么是一些全球许可的趋势,你感到强烈的亚太地区和印度?

印度和亚太地区可以有独特的趋势牌产生共鸣比任何其他境内多有,或品牌的生命周期仍然强劲在这些市场比欧洲或美国更长的时间。这是品牌授权的美,它不是一门科学,它在每个领土是一个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自己的品牌产生共鸣最多,其中一个品牌可以为一段较长的时间仍然很受欢迎的市场。有一些做的非常好,在印度和亚太地区市场相比,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。 

那被你的授权业务在过去五年中看到的最大的变化?如何建立品牌授权应对措施是否具有匹配的创新?

There have been so many changes in the 许可 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求进军全球市场?

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 许可 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.

如何才能有效弥补许可的期望和期待许可方之间的差距?

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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