The thorough approach, extensive top management contacts at numerous major companies and strong negotiating abilities and strategic skills have all served to position GLA as a powerhouse, results-oriented licensing agency with a long list of accomplishments for its clients. While the licensor taps into the special expertise of a licensee in a particular product and industry, the licensee provides many benefits to the licensor, including guaranteed royalty money which can be used to further develop the licensor's brand. Brand enhancement can also result from licensees' advertising campaigns, which must be consistent with the licensor's image. This can reinforce the core brand's image and generate additional exposure for the brand to new trade and consumer bases. If a retailer or consumer who has never bought the licensor's core product is introduced to the brand through the purchase of a related licensed product, and is pleased with the purchase, now that retailer or consumer could now have the incentive to buy the licensor's core product.
Most people are risk-averse and want to become confident in a particular brand.
A good licensing program, one that lasts and is tended to carefully, will give both the retailer and the consumer a wide variety of products to buy under the brand and, thus, more reasons to support and be loyal to it.