Implementing a brand licensing system to generate new revenue streams, create marketing and other savings and enhance the brand's market effectiveness.

Millward Brown Optimor's brand value tools provide the foundation and framework for both external and internal brand licensing.

External applications include identification of opportunities to license the trademark to third parties, setting appropriate royalty rates, advice on negotiation of licensing deals, and identification of metrics to hold licensees accountable.

Internal applications include feasibility studies and business case development for brand holding company creation, structuring of centralized brand ownership, and setting royalty rates for transfer pricing.