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Brand Licensing
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Brand licensing refers to agreements by and between consumer product companies and their brands (the "licensor"), and, third-party firms (the "licensee") interested in using these brands for specific defined purposes.
Consumer product companies interested in "brand licensing" do so for one of several reasons. First, when entering new global territories, licensing the brand to an established third-party firm in a particular global region, is a low risk means to test that market.
Another reason for "brand licensing" deals, is where there is potential brand extension for a particular product, that is outside the core competency and business of the consumer product company. In such cases, the consumer product company ("licensor") may make a brand available for application by a third-party to an unrelated business area. These kinds of deals are quite common in the themed entertainment industry, where companies such as Universal Studies and Disney, license the brands of others for use in their theme parks.
As an example, mall developers in the Gulf/MENA region have typically worked with retail "brand licensing" companies located in the region, to secure a significant portion of their tenant leases during initial lease-up activity. Some real estate development companies have established their own wholly owned affiliates that specialize in brand licensing. Other developers cooperate fully with these brand-licensing firms.
Brand Licensing Firms - MENA Region
Al Fahim Enterprises
Al Khaja Group
Al Madani Group
Al Maya Group
Al Sharaf Trading
Al Tayer Group
Al Futtaim Group
Al Sawani Middle East Enterprises
Americana Group
The Apparel Group
Azadea Group
Belbadi Fashion
BinHendi Enterprises
Chalhoub Group
Euroluxe
Giordana Fashions Middle East
Jashanmal National Company
LALS Group
Landmark Group
LIWA Trading
M.H. Alshaya Co.
MAF Fashion
Master Franchisers FZCO
Rivoli Group
RSH Limited
Salam International Investments
Sultan Center – The Style Co.
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Stonecreek Partners Resource pages are provided freely and without limitation for personal, private, non-commercial use, and may be linked to as a source page. All resource page information is based on 30 years of practitioner's experience of Stonecreek Partners' principals, in the retail, entertainment, hotel, residential, and commercial real estate industries.
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