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in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS >>> MARMITE =4 >>> JCB =4 Brand Owner: Unilever


As the slogan goes, you either love it or you hate it – and the majority of our judges are loving Marmite. Unilever has always played on the divisive nature of the brand in its marketing – with its latest TV ads kicking up a bit of a storm when they first aired. But it’s all done with tongue firmly in cheek. As one judge said: “It’s genius how Marmite has kept close to its DNA through launching into other food related products, as well as a wonderful high-end gift line directed to the lovers of the brand, as well as the haters.”


>>> APPLE Brand Owner: JC Bamford Excavators


Well, who would have thought it? The construction brand is now a well established consumer products proposition across a raft of categories, and is continuing to grow. Judges were impressed with the clever segmentation to hit such


different demographics without losing the core brand values. The My 1st JCB line from Golden Bear, for example, was a stroke of genius, targeting the pre-school market with a comprehensive offering. “JCB was a consistent performer across all of the judging criteria,” said one judge.


6 >>> TANGO =7 Brand Owner: Apple, Inc


Slightly different from the other brands in the listing, in that Apple doesn’t really have a consumer products licensing programme. Although a quick search of the internet brings up a lot of items,


you’re not likely to find an ‘official’ licensed tee for example as you might with other lifestyle properties. And Apple is a lifestyle brand – it long ago stopped being just the make of a computer. If there is anyone left who doesn’t use a Mac, an iPod, iTunes or an iPad, they are very much in the minority. In fact, Interbrand named Apple the ‘most valuable’ brand in its latest report, displacing Coca-Cola.


www.licensing.biz Brand Owner: Britvic


One of the licensing stand outs from the Britvic portfolio, one judge stated that it was “impressive how it has extended into other food categories, but also categories such as apparel to extend the overall offering”. Tango shower gel, lollipops and air fresheners are just some of the categories it has been expanded into. And it has further potential, too. Another judge offered: “Varied and imaginative licensing programme, with their agent pushing the boundaries.”


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