By Philippe Guinaudeau
In the vibrant world of licensing, it’s easy to get dazzled by the power of entertainment franchises and character-based IPs. But behind the buzz of superheroes and streaming hits lies a quieter, highly strategic segment that is gaining traction fast: corporate brand licensing.
Today, according to the Licensing International Global Survey, this sector accounts for over $90 billion in global retail sales, representing more than 25% of the total licensing market. That number is rising steadily, fueled by shifting consumer preferences, brand trust, and evolving retail strategies. But beyond the figures lies a simple truth: corporate brands have become lifestyle statements—and that is a golden opportunity.
Why corporate brands are thriving in Licensing
Consumers today are not only buying products—they’re buying values, heritage, and trust. Whether it’s a car brand extending into high-end accessories or a food brand venturing into homeware, the DNA of a corporate brand carries deep emotional resonance. It’s a signifier of quality and identity.
Three key drivers are behind this growth:
- Diversification of brand portfolios: Corporations are increasingly looking beyond their core offerings to enter adjacent categories without the heavy lift of in-house production.
- Retailer collaboration: Retailers seek exclusive, high-recognition brands that can drive footfall and differentiation—and corporate brands fit that bill.
- Consumer affinity and nostalgia: Household names, especially heritage brands, tap into long-standing trust and emotional connections.
We’ve seen remarkable examples—from Caterpillar’s rugged fashion lines to Coca-Cola’s lifestyle apparel, and from automotive brands entering the eyewear market to luxury hotel chains licensing home furnishings.
What’s holding it back?
Despite the promise, corporate brand licensing still feels underleveraged compared to entertainment or fashion.
Several barriers need to be addressed:
- Lack of licensing culture inside corporates: Many traditional companies still treat licensing as a marginal tactic rather than a strategic lever to grow their affinity capital, and then their sales.
- Conservative IP management: There’s often a reluctance to stretch the brand, despite strong consumer appetite for the meaningful brands of their lives.
- Fragmented approach to global markets: Corporates tend to operate in geographical silos, missing the opportunity to scale licensing internationally.
How to use the full potential of corporate brand licensing?
To realize the full power of corporate brand licensing, the industry should focus on four strategic imperatives:
1. Develop a clear Licensing vision at the c-suite level
Corporate licensing works best when it’s anchored in the brand strategy, not just in the legal or marketing department. It should be treated as a brand amplification tool and revenue engine.
2. Create authentic product extensions
Extensions must feel natural, purposeful, and high-quality. A licensing program that feels opportunistic or inconsistent can do more harm than good. Consumers are quick to detect inauthenticity.
3. Use data to guide Licensing decisions
Sophisticated consumer insights—such as those provided by tools like BrandTrends (I know, it’s like preaching for my church) —can identify where a brand’s image aligns with lifestyle categories or new markets. These insights reduce risk and increase speed-to-market. I must add that our trackers have been proving for years now the efficiency of the sequence: identityèawarenessèaffinityèpopularityèpurchase intentions.
4. Invest in global Licensing capabilities
Establishing licensing units or trusted licensing agencies that understand the brand’s DNA and long-term goals is essential. Licensing is not just transactional—it’s relational and strategic.
Is this a real opportunity? Absolutely.
Corporate brand licensing represents one of the most untapped yet promising growth areas in the licensing industry. With the right strategy, companies can turn their brand equity into tangible value—generating new revenue streams, reaching new consumers, and reinforcing their core brand message across physical and digital touchpoints.
As the boundaries between product categories blur and lifestyle branding becomes the norm, now is the time for corporate brands to think bigger, act bolder, and license smarter.
The industry should take note. The next wave of licensing growth won’t just come only from Hollywood—it will also come from the boardroom.
