Licences for institutional and cultural brands

Tuesday, January 22nd: 05:30-06:15 p.m., Arcole room

Licences for institutional and cultural brands

 

In recent years, many French institutional brands have decided to develop products under licence.

Until recently, licensing activity, which was very well developed in English-speaking countries in the fields of Entertainment but also institutional and cultural brands, was virtually non-existent in France.

However, there are many advantages to a strategically designed licensing programme with a long-term approach. It makes it possible to deploy your brand outside the usual distribution networks (for example, for a regional brand to have a presence in a department store’s household linen section), on new materials (household linen), reaching new targets (residents and tourists). It also enables protection of the institution’s intangible heritage and of course the opportunity to generate additional revenue through advances and royalties paid by licensees, and new forms of expression.

But what is a licence? How does it differ from a product developed exclusively for a public entity’s shop? What are the conditions for launching a licensing programme? How is a licensing programme initiated by an institution? What are the various stages? What is co-branding? Is it an alternative or an addition to a licensing programme?

We intend to answer these questions and all those that you may be asking yourself at the seminar, but also to share with you examples of licensing and co-branding programmes launched by institutional brands in France and abroad.