Industry licensing brands to gain visibility in the market

The consumer goods manufacturers have adopted licensing partnerships to promote their own brands. The strategy's main advantage the smaller investment in marketing and increased exposure in different sales channels.
This licensing model in which an industry gives the brand to another manufacturer is still uncommon in the country, says the Deputy Director of the Brazilian Association of licensing (Abral), Marcus M. According to him, the most common is licensing of characters or personalities.
"There's a movement to break the barriers of the enterprise licensing model, made between brands of companies in Brazil. This is because the manufacturers realize increasingly that partnerships stimulate demand and add value to the brand, "says Macedo.
In his view, one of the barriers that inhibit the development of more partnerships between businesses is piracy. "If you look at stores in the informal market, easily will find tools for home and decoration with brands such as Coca-Cola, without which the use is authorised by the company that owns the rights to use", he explains.
Another barrier is the acceptance of the brands in segments other than those in which they are consolidated, since success is no guarantee.
The shoe manufacturer gaúcha Sugar Shoes needed to convince retailers to invest in acquiring the collection developed with the brand Coca-Cola.
"At first, the reception was retail of mistrust, because it is a brand of soda. But as we have a well-planned commercial policy, the product distribution, with credibility in the market, customers have entrusted to the beginning of the work with the brand, "recalls the brand manager of Sugar Shoes, Paul Schneider.
He claims that the partnership with Coke, with long-term contract, was the first project of the company's licensing. "In addition to maintaining the partnership with Coke, have started other projects with the whim of Editora Abril, Disney and the clothing brand Carpenter Recently.
Sought, the Coca-Cola Brazil did not respond to the report. According to the Abral, the company is one of the more license its brand to other manufacturers around the world.
The Arcor uses the licensing of trademark paçoca Love as a strategy to increase its visibility, especially in sales channels in which food manufacturer does not act.
"This association with placements in common, besides adding value to products, allows companies to share the costs of marketing," says the Director of marketing for Arcor of Brazil, Loredana Mariotto.
This year the Arcor closed a partnership to license the brand Love to Anacapri, the shoe manufacturer Arezzo. The combination was celebrated by President of Arezzo, Alexandre Birman. "The brand Anacapri continues its successful strategy of creative partnerships, which reinforce the uncomplicated positioning of the brand. Highlighting the partnership with Mark Granado for mother's day and with the peanuts Love on Valentine's day, "said the Executive, last week, in a teleconference with analysts on the results of the second quarter.
Return
According to Loredana, the Association of Arcor with Anacapri's main advantage the brand exhibition Love in a point of sale in which the product usually is not present or that would require a greater investment of the company, such as in shopping malls.
"But the financial return is also important as a strategy because there is an investment on our part and the partner company. So even if the costs are divided, it is important that the projects are profitable, "says the marketing director.
Before the partnership with Anacapri, the Executive mind that Arcor licensed the Love for the retailer Tok Stok market & household items and decor items.
Recently, the Tok & Stok closed a new partnership now with the brand Cornstarch Unilever. "The main advantage of this partnership with the Tok Stok is validate the & brand, which is icon, through a collection of decorative products," says the Director of brand marketing Cornstarch, Thais Hagge.
The Executive points out that the partnership is part of the celebration of 130 years of the brand in the country. According to her, Unilever is always attentive to partnership opportunities with businesses aligned to the brand proposition cornstarch, as a strategy for approaching increasingly end consumers.
The Brazil Kirin also recently signed a partnership with Sorbets Thaddeus using the fame of the Itubaína. "We were very pleased with the results achieved with the partnership, which was punctual and ended in March," said the marketing manager for the beverage company, Lucius Edwards Grandson.
According to him, apart from the trademark licensing Itubaína, the company has other projects in progress. "We have in the portfolio of the company, both with beers and non alcoholic products, high-value brands that generate interest in public, so it is natural that some partners seek our brands to boost sales of its products," he says.