BARC [hacks]: Building a Global Brand Licensing Programme

This session will be in English.

Licensing a brand can be a way to generate new revenue, increased awareness, and international attention. Licensing basically means that you, within certain defined framework, give others - e.g. commercial companies - permission to use your brand and thus the story-telling or knowledge associated with it, to sell products that are more or less in continuation of your existing work.

Some of those who are really good at licensing are Cambridge Museum and University. Here, all licensing activity has been transferred to an independent company, "Fitzwilliam Museum Enterprises" (FME Ltd), from which license agreements are run on everything from art to toys to clothing and much more, all based on Cambridge's collections and works. The licenses generate revenue which are channeled back to Cambridge and help finance e.g. research and audience-oriented activities.