Brand empowerment and creative industry value chain

Chanlei "turning creativity into an industry is a complex process, but the most crucial part of the process is brand empowerment."　　"Xu Yaolin, director of services development, the Hong Kong Special Operations area Trade and Growth Council, said that brand authorization is an indispensable weapon to help companies become mainstream businesses, and an important driving force for creativity to turn into industry and then to form an industrial chain." Brand authorization means that the authorized person shall give the authorized person the use of the trademarks or brands of which they own or act as a contract; the authorized person engages in operating activities (usually producing, selling, or providing a service) in accordance with the contract, and pays the appropriate fee ——— the entitlement to the authorized person, and the authorized person gives the person training,　　Organization design, management and other aspects of guidance and assistance. "A cup with a sales volume of 100,000 a year is likely to reach 1 million after using brand licensing," he said. The greatest advantage of brand empowerment is that the authorized person can have a product that attracts the attention of the consumer.　　"U.S. Patent licensing Group president Danny Simon said at the Hong Kong International Patent Licensing exhibition, the manufacturer after paying a certain amount of power to the authorized provider, they can use the brand on their own products or design new products, so as to catch the brand's popularity of the car." "To be blunt, you can take shortcuts." Tongzeming, general manager of Zhuhai Sky Culture Communication Co., Ltd., the mainland's earlier involvement in brand licensing, said: "For many Chinese private enterprises without independent brands, brand authorization can save huge development costs and risks, take advantage of the status and popularity of well-known brands, promote their products and promote product sales." "Brand licensing business scope is very broad." Altman can appear on T-shirts, can also be printed on the milk box, and can extend the product line can also be toys, stationery and so on. Product Multi-angle extension, so that the creative brand image and these products together to form an industrial chain. This is brand licensing for the creative industry to create business opportunities.　　Now, brand licensing has also developed to tertiary institutions, celebrity image, art and other fields. "The United States is currently the world's largest patent licensing market." "The U.S. licensed industry accounts for 65% of the global licensing industry, with an annual authorized retail sales of more than 100 billion dollars," said Danny Simon. In Japan, the sale of cartoon image Intellectual property is the half of the whole year cartoon consumption.　　According to the American Association of Authorized practitioners, in 2007, the global brand authorized retail market size has reached nearly 200 billion U.S. dollars in industry, in the United States, a variety of brand licensing products accounted for the retail market share of 1/3. "At present, the world's largest authorized provider is Disney. Warner Bros. senior Li Huanting said the Warner era sold 6 billion dollars a year on authorized business.　　Disney's performance amounted to 30 billion dollars. Brand licensing in the mainland is in recent years, China's licensing industry is not developed, in the world's licensing industry accounted for less than 1% of the share. But China is the world's fastest-growing authorized product market, as a new star of brand licensing market. The coming ShanghaiExpo, 2010 Asian Games is to authorize the development of the industry to provide a considerable space. Industry insiders predict that 2010, China's brand licensing sales will reach 1.8 billion U.S. dollars.