in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS >>>COCA-COLA 2 Brand Owner: The Coca-Cola Company


The new twist in the way Coca-Cola has merchandised itself this year with the bottle positioning shows new ways to stay ahead in what is a fierce trading environment. Come on, who didn’t search until they found a bottle with their name on? Hasbro has included it in Monopoly Empire, while last year’s


>>>ONE DIRECTION Brand Owner:


Licensing handled by Global Rights Management


These fellas have been literally everywhere over the past 12 months. Good work by Syco, but you can’t help feeling a little sorry for Matt Cardle, who actually won The X Factor that year. There are toys, apparel, lunchboxes, stickers, publishing, Top Trumps, puzzles, fragrances, jewellery, a movie, dolls ... the list goes on. Whether the boys will still be in the listing this time next year is another matter of course, but for now licensees are making the most of the fivesome’s enormous popularity. As one judge put it: “Still a phenomenon even after 27 months – a lifetime for a boy band!”


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collectable pin badge activity with London 2012 was a major hit. “So iconic, and manages to be both mass market and cool, depending on the design treatment,” offered one judge. And we all know it’s really Christmas time when that ‘Holidays are coming’ ad appears on the TV... how’s that for brand power?


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