Brand Licensing encourages Consumer Advocate

Brand Marketer - Licensed Product - Primary Consumers - Secondary Audience

Since, by their very nature, many licensed products bear the brand’s trademarks in ways that are visible when they are being used, they turn consumers of licensed products into active advocates for thebrand. Not only will a consumer wearing a branded t-shirt deepen his or her own bond with the brand, but that consumer will become a human “billboard” for the brand. This form of marketing is especially powerful because it carries the implied endorsement of the purchaser of the licensed product bringing a higher degree of relevance to the message as it is viewed by the secondary audience (the purchaser’s peers, family, and community).