The opening session will build a roadmap for licensing, as well as highlight the key trends in this industry. This thought leadership session will also review ways of innovatively adopting this strategy by Indian businesses:

• Types of brand licensing currently supported by demographics and consumption trends, in India
• Key growth opportunities for licensing, as well as which product categories are shrinking
• Snapshot of successful innovations in brand licensing, both domestic and international during FY 13
• Successful retail strategies related to brand licensing and outlook for merchandising
• Growth of promotional licensing

It is vital to know the potential success of licensing of a particular brand, before deciding on a brand extension strategy. As part of that strategy, the evaluation process and the relevant elements for a licensing program. Also, learn how to evolve internal structures and processes for successfully leveraging licensing:

• Evaluating the licensing potential of a brand, as well as necessary requisites for launch a program
• Licensee support and required licensing assets (style guide and not a brand manual)
• Challenges in managing licensing programs in India
• Importance of deputing a representing agent
• Understanding of licensing process, and structuring a licensing deal
• Financial aspect of license program management – royalties, auditing and sales report reconciliation

How do you select the right licensee? What information do you need to make the right decisions, as well as minimising risks? How do Licensing practices differ across product categories? If you are looking to invest in new licensees, learn:

• How can licensees evaluate properties
• The parameters utilised by licensors to evaluate partners
• Understanding and protecting your rights as a Licensee
• Best practices while negotiating a Licensing Agreement
• Selling to retail

A widely utilised licensing strategy in India. Understand the success factors, as well as what needs to be altered, and how do you broaden this activity.

• Segmenting program sources - Games, TV Shows and Series, Movies and Music
• Character licensing - extensions and innovations are key to expanding licensing potential
• Movie licensing: - Hollywood versus Bollywood
• Importance of ‘Media Commitment’ Vs. Upfront

Corporate Licensing or Brand Licensing is extremely important for enhancing the long-term brand value, as well as extensions. It is important to be cautious and accurate in your decisions as a licensor. On the other hand, celebrity licensing is rapidly becoming popular in India via brand endorsements – learn how:

• How to expand a brand’s presence into new segments without making a major investment
• How to maintain the brand positioning while extending into new categories
• What's hot in corporate licensing opportunities – FMCG, F&B, Fashion & Lifestyle, BTS & Stationery
• Evaluating celebrity value for licensing
• A checklist while considering a celebrity licensing strategy
• Which are popular – living celebrities or those dead, and their estates

India is yet to unlock the tremendous potential in its sports properties. Cricket is a passion in India, but the licensing potential it offers with regard to large sponsorships deals, is yet to be leveraged:

• Different models of sponsorship, marketing associations and brand licensing in sports
• Identifying sports licensing potential in India, and accompanying challenges
• Analysing successful international sports licensing programs and key lessons
• Working towards structuring sports licensing deals in India

The legal aspects related to Brand licensing are crucial, whether drafting an agreement or awareness of various intellectual property rights or how an agent can be of help, amongst other aspects:

• ‘Who’, ‘what’, ‘when’, ‘where’, and ‘how’ of a licensing contract
• What are Intellectual Property Rights and why are they important
• Structuring IP skills in legal departments: Licensors & Licensees
• Challenging clauses for agreement sign-offs in India
• Handling IP infringement in India