Expanding your brand internationally through licensing

However strong your brand is within the domestic market, extending its reach internationally is not a straightforward process. This article examines the opportunities presented by international brand licensing for US brands, exploring the key challenges, and advising on some of the best practice methods for success. It is important to clarify that this discussion is focused primarily on international corporate brand licensing -- as opposed to other types of property such as the arts, characters, music, or sports licensing. Once the brand owner has made the decision to look at licensing opportunities beyond the domestic borders, it makes sense to undertake some form of strategic study to determine where and how the should be licensed internationally. Licensing agents often are approached by brand owners that are looking to expand to new territories through licensing, even if they have little or no presence in those territories.