Trademarks and Brand Assets

Brand extension is a marketing strategy undertaken by numerous companies in which corporate management takes a broad, strategic marketing view of the future of their companies via their trademarks and brands. Companies that utilize this strategy have strong and well-established brand names and have broad-based and loyal consumer franchises. The brand is usually established in one category and extends into another related category. This marketing strategy enables the brand to enter an entirely new product category through a licensing agreement or other business arrangement. In brand extension licensing, the licensed product assumes the identification of the brand to the consumer or end user, and to the retailer. Co-branding is the process of joining two or more brand names or trademarks on a single consumer product. This form is utilized when all brands are strong and each adds value to the product or service. CONSOR will review all the strategic alternatives for licensing-in or licensing-out your brands or trademarks.

Clients: Clorox, DuPont, Polo/Ralph Lauren, Land O`Lakes, Procter & Gamble