IMCOST International Business

Lecture 2 Modes of entry and operations in IB

Examples of Liscencing
Apple launched the iPod there was an immediate need for accessories such as headphones, charging and syncing stations and carrying cases. Apple decided not to manufacture these products and instead chose to have a licensee make the products. By doing so, Apple could offer branded Earbud Headphones, iPod docking stations and iPod socks. Each is made by a separate company but together offer the consumer an elegant solution. All of these accessories are sold by licenses.
Many of the brands have been licensed to Indian companies. Arvind Brands represent Wrangler, Arrow, Nautica, Jansport and Kipling. The Murjani Group is the licensee for FCUK and Tommy Hilfiger. Beverly Hills Polo Club (BHPC) is licensed to Spencers Retail. Character Licensing is another big licensing segment of brand licensing in India. The big players in the character licensing industry in India are Walt Disney, Viacom and Cartoon Network Enterprises. Characters licensed out by Walt Disney include Mickey Mouse and Donald Duck. Viacom has brought in popular characters from Nickelodeon like Dora The Explorer and SpongeBob SquarePants