Learn how licensing could be an effective tool to enhance awareness of your brand.

Be wise in your investment and learn how licensing could expand your product categories.

Good marketing skills are an essential part of your licensing programme and make sure you know how.

While character licensing has been at the forefront of licensing for years and contribute to almost half of revenue each year of the licensing industry through a wide range of consumer products, the increasing number of characters has brought new challenges to the business. Meanwhile, TV shows and other multimedia gimmicks have proven to be key drivers for consumer excitement and generate new business opportunities in licensing.

The session would give an inspiring account of how the biggest licensors ride on the trend and expand its business in this dynamic segment of licensing, and share with audience in how it stands out from the crowd.

Sport properties become more promising in the global and Asian licensing market while Asia is preparing itself for major sporting events such as the Beijing Olympics. Sports licensing has proven to grow continuously in popularity and is now moving into new areas including retail brand development and licensing with huge revenues.

The session will explore opportunities in the licensing of sports brands and the keys to becoming a sports licensee through the brand business building by high-profile sports organisations in the region.

Licensing opportunities immense in Asian emerging consumer markets where China is being viewed as the next great developing retail market for businesses around the globe. With a review on the essential ingredients to make a successful licensing market: rising levels of disposable income in urban areas, increasing awareness of international brands, and vast manufacturing facilities and labour pools, this session will shed light on the unique culture and consumer behaviour of the growing retail markets in Asia, especially in the China market and how you can get your properties and products on store shelves and into consumers’ hands.

With brand extension attracting more and more attention in the licensing industry, it is acknowledged as an effective way in exaggerating the corporate and product brand equity value. In this session, the following aspects of brand extension would be explored by the world-famous brand consultancy: characteristics of a successful brand extension, the benefits and risks, and case studies of a few renowned brands.

How to protect own intellectual property against unauthorised use of properties has drawn the attention of license holders, especially when a business expands. The session will provide an understanding of the law related issues of intellectual property for brand, character, sports and entertainment licensing which you should not miss.