73.8K
Downloads
174
Episodes
Circana’s Growth Insights podcast series delves into the data to reveal consumer, shopper, and other insights that fuel market changes and growth for those in the CPG, retail, health care and media industries. Join Circana thought leaders, industry partners and guests to learn how opportunities, trends and market disruptions will impact your business.
Episodes
2 days ago
2 days ago
Globally, licensing is a $365 billion business. The U.S. comprises about 60% of the market. Kristen McLean, senior executive director, The Circana Entertainment Knowledge Group, takes listeners into the world of licensing. Hear insight into the elements of successful licensing deals and what to consider when partnering with another brand.
Highlights:
- There are four main types of licensing: character, personality or lifestyle, co-branded, and limited-time offer (LTO).
- 11% of licensing involves food, both CPG and foodservice.
- Successful licensing should include brands that overlap in appeal, but also work to expand the audience for both brands.
- Before diving into licensing, validation is critical. Consumer research can help ensure a licensing idea resonates with the target audience.
Comments (0)
To leave or reply to comments, please download free Podbean or
No Comments
To leave or reply to comments,
please download free Podbean App.