Definition of licensing

Licensing consists in regulating the temporary cession to a third party of the right to use and exploit not material assets (brands, copyrights, images) which are legally deposited and can be legally protected.
License is granted by a party called "Licensor" to another party called "Licensee". Licensing rights are normally acquired by the Licensee through payment of a fee (fixed or variables) to the Licensor.

Licensing as marketing leverage

Licensing can become an important marketing leverage for Licensees:

• represents an added value to products and services
• provides new elements of discussion in the phase of sell-in
• constitutes the foundations to increment the sell-out
• allows for widening the reference target
• allows the entry into new distribution channels
• provides new marketing communication opportunities