in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS >>> WALLS
Brand Owner: Unilever
Another Unilever food brand which has successfully made the leap into the licensing business. Handled by Hot Pickle, recent deals
are as varied as apparel, giftware, picnicware, novelty toiletries, key rings and small domestic appliances. The world’s largest ice cream brand, its heritage stretches back almost 100 years, meaning there is plenty to work with.
>>> CHUPA CHUPS
Brand Owner: Chupa Chups
Innovation was one word which kept coming up from our judges when it came to Chupa Chups. From iPad apps through to air
fresheners, Chupa Chups has taken a very basic proposition – from a style perspective – and turned it into a fashion brand. By no means easy. A key stand out from the firm has been its girls and ladies nightwear collections.
>>> JAMIE OLIVER
Brand Owner: Jamie Oliver
A powerful brand in his own right, Oliver can also motivate the nation to cook, grow and eat good food, as well as influence Government policy, be the face of Sainsbury’s and have a busy family life. As one judge said: “I was a fan of the Naked Chefand have followed Jamie’s path to fame and glory through his TV series and campaigns. I’ve bought his books, licensed food range and eaten in his restaurants.”
>>> NIKE
Brand Owner: Nike, Inc
When a brand no longer needs a name but can simply be recognised by a phrase – ‘Just Do It’ – or a logo, in this case the ‘swoosh’, you know you’ve made it. Judges highlighted the CSR work that Nike does as very
impressive and shows the power that a brand can have. It also has some of the most recognisable marketing in the business.
20 =12 =12 10 =7 >>> KELLOGG’S
Brand Owner: The Kellogg Company
One of the great things about Kellogg’s is its appeal to all generations and ages, from the retro range through to current characters. Handled by Pink Key Consulting, judges praised the relevant and successful licensed proposition. “It’s a great trip down memory lane when you see the wonderful gift and home line,” commented one judge.
>>> JACK DANIEL’S
Brand Owner: Licensing handled by Beanstalk
The highest selling American whiskey in the world, its cool and laid back advertising campaign stands out as one of the best when it comes to alcohol brands. High profile tie-ups include a deal with Frank Sinatra Enterprises for a travel exclusive, while there are also a variety of different sauces available.
>>> NATIONAL TRUST
Brand Owner: The National Trust
“They know their audience and execute brand extension extremely well,” offered one judge. Deals with Panasonic, Aardman and The Beano have helped to introduce the National Trust to younger audiences, while it was also a finalist in the Best Brand Licensed property category at the Licensing Awards 2013.
>>> MARVEL
Brand Owner: Disney
While The Avengers was featured in the Character & Entertainment category, the whole Marvel brand has also been honoured here. When it comes to comics, said one judge “the geeks shall inherit the earth” and Marvel has certainly done a fantastic job in growing recognition of so many of its characters over the last few years.
www.licensing.biz 15 =12 11 9
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