Home Why EMI? Services Licensing Benefits Success Stories Brands We Represent Contact Us Brand Extension Licensing The Details and Benefits of Brand Extension Licensing In contrast to traditional licensing practices, which rely on brand recognition to drive product sales, Brand Extension Licensing utilizes the brand’s innate qualities to inform consumers in the creation of new products. The potential benefits of Brand Extension Licensing are substantial. However, it is a complex process, requiring experience and insight to fully realize the value and scope of a brand’s equity. EMI’s history of success makes us invaluable in successfully implementing a Brand Extension Licensing Program. Brand Extension Licensing is the process of fully capitalizing on a trademark asset by utilizing the images and ideas that consumers associate with that trademark to successfully develop businesses in complementary product categories. It is the highest form of brand marketing, leveraging the core competencies and resources of strategically selected licensing partners to manufacture, market, and sell equity enhancing licensed products. When properly managed, it can help corporations: Intensify the positive equity of a brand Generate high margin revenues Establish a brand’s consumer franchise among newly targeted demographic groups not currently using the product Tap new markets without the usual high cost of expansion Minimize the negative effects of seasonality and regionality on a trademark Increase consumer awareness and preference for a brand Enhance trade acceptance of a company’s primary products Launch new products with instant consumer recognition and acceptance Enhance the scope of legal protection for a trademark Privacy Policy Terms of Use Site Map Corporate Headquarters 858-558-2500

Home Why EMI? Services Licensing Benefits Success Stories Brands We Represent Contact Us Broad Product Category Expertise Expertise Produces Category Results EMI has always prided itself on developing products that intensify and highlight the unique consumer perception of an established trademark. The wide array of trademarks we currently represent contributes to our versatility in the market and the ability to pursue a multitude of product categories. We are continually examining ways to leverage our clients’ trademarks in new and exciting product categories. This approach has led to the creation of over 41,000 products sold in over 67 countries. Our extensive industry experience has left us with a thorough understanding of the unique dynamics of many different categories. We apply this experience to assist our licensees in getting the most out of their licensed brands. Some of the many categories we have contributed products to are: Consumer Packaged Goods Food and Beverage Consumer Electronics Die‐Cast Toys and Replicas Software and Games Publishing, Art & Media Gift and Novelty Children's Mobility Products Jewelry and Personal Accessories Apparel Automotive Accessories and Restoration Parts Home Decor Tools and Hardware Luggage Linens and Domestics Residential and Portable Power Generation Privacy Policy Terms of Use Site Map Corporate Headquarters 858-558-2500