retailers and manufacturers worked hard to market products consumers want to buy but in a world with me the I think anyone to make their products stand out there was a time when you could just label your products and many people would trust what you told them but today that doesn't work so well in fact it can even make consumers more skeptical so how can retailers and manufacturers cause their products to connect with today's disenchanted public well it starts by realizing that there are brands consumers do trust through years of great experience and it's possible for retailers and manufacturers to simply borrow that trust by labeling their products with the marks of these trusted brands this growing form of marketing is called licensing and it's today's most effective innovations for quickly and effectively communicating the value of your products for your customers here's why it works brand owners can earn the trust and loyalty of millions of consumers all over the world and those consumers associate their favorite brands with specific and important values but these values extend into product categories far beyond the ones currently produced by the brand owners this leftover value is called untapped brand equity and it's often simply waiting for a retailer or manufacturer to put it to good use licensing this valuable brand equity will label their products in a way they deeply connects with the consumers and can often give an exclusive advantage to the licensee or retailer putting them miles ahead of their competitors today brand owners are only getting a return on a fraction of the value day works so hard to create Plus through licensing brand owners can allow retailers and manufacturers to extend their brands at no cost to the brand creating multiple streams of new revenue simply by discovering the right connections brand owners retailers and manufacturers have only just begun to experience the creative ways licensing can expand their businesses licensing can repeatedly create and win for the retailer win for the branding and a win for the consumer brands are the best friend of product markets and in the same way retailers and manufacturers can help brand owners discover the full value of their brands equity it's time they get together through networking brand owners can get a larger return on the real values their brands and retailers and manufacturers can begin to employ the benefits of licenses to cause their products are flying off the shelves position your business to explore and experience the boundless benefits of licenses you