Brands, especially well-known brands, are the most important assets of enterprises, especially animation enterprises, and even the only valuable assets. Blind brand authorization may have a negative impact on the original animation brand of the enterprise, even a fatal blow. Brand authorization must pursue quality and focus on survival rate rather than authorization rate. Brand authorization should be given to a live one, not a live one. Wide planting and thin harvest, wide authorization does not pay attention to survival rate, which is the taboo of brand authorization. In brand authorization, there are seven ways that are usually used. Please click on the concept and classification of brand authorization for details. The prerequisite for brand authorization is that if you want to open and occupy the international market, your brand must be a world-class brand (Walter Disney, Warner Bros., Hello Kitty Sanrio, etc.). ), and the benchmark of world-class brands is that the global market share reaches 10% or more; If you want to open and occupy the national market, then your brand must be a national brand (Blue Cat, Red Cat Lan Tu, Ma Xiaotiao, etc.). ), and the benchmark of national brands is that the market share in the country reaches 10% or more; If it is only a regional brand, brand authorization is of little significance. Most people's aesthetic standard is symmetry. If you lose one point, you will lose one point. Too tall, too short, too fat or too thin will reduce the value of beauty. Brand authorized enterprises are the same, paying attention to unity and appropriateness. In brand authorization, we should not only learn to give, but also learn to accept, so as to effectively use the effective resources of the brand. Therefore, brand slimming is also an important part of brand authorization strategy. Each authorized brand should choose its own market segment, form a unique market segment, shape a unique brand personality, form a unique market value and attract a unique consumer group. You can't define your range of brands as all young people just because the animation theme consumes young people. Young people themselves are a large-scale positioning, and they must be subdivided in the youth market. Quite influential animation brands in China, such as the positioning of Teletubbies and Altman Teenagers, are all the results of accurate market segmentation and positioning. When the brand positioning is not clear and the authorized brands are not separated, the effect of collaborative competition cannot be achieved; Or there are too many authorized brands, which will not only fail to achieve the expected results, but even blur the original image of parent brand and occupy parent brand resources. Brand owners should take measures to slim down the brand line. In many enterprises that implement brand authorization, brands are "granted" but can't develop because of monotonous brand authorization strategy and single operation mode. The authorized enterprise and parent brand have not achieved satisfactory results through this authorized cooperation. At this time, what is most needed is to strengthen the awareness of "rights" and strengthen the management of brands. For the effective management of authorized brands, we should focus on how to avoid risks, mainly from the following aspects. First, grasp several basic principles of brand authorization: First, the matching of authorization refers to the first principle of brand authorization. Brand authorization that violates this principle will either lead to the invalidation of authorized products or damage the rights and interests of parent brand; However, the diversity of authorization, such as the complementarity of products, the sameness of target markets, the sameness of emotional interests and other brand characteristics that have nothing to do with product performance; Third, authorize market research, which is essential before authorization; Fourth, the big goal and small steps of authorization, the one-time span is too large, which is easy to lead to failure. Therefore, brand authorization should start from "small" and take a small step first, which not only makes the target group easy to accept, but also greatly reduces the adhesion between the brand and specific products, thus laying the foundation for further authorization of the brand in the future. Second, improving quality is the magic weapon of brand authorization. The richer the brand connotation and the higher the quality reputation, the further the brand authorization can go, but any brand has certain boundaries that suit its own boundaries. High-quality products lead to high-quality brands. The better cartoons are made, the higher the brand value of cartoons, and the higher the dependence of target audiences on their products, such as Disney. At this time, the licensed product is more likely to succeed. Third, consumers are paramount. Brand authorization is easier to succeed when the brand has good association and the brand matches the authorized product. Therefore, enterprises cannot easily break the psychological set of consumers. Fourth, before brand authorization, do a good job in brand strength evaluation, which is a link that most domestic animation companies are extremely lacking. The purpose of brand authorization is to lend the brand value of parent brand to the licensee, so that it can quickly introduce new products to the market with the help of parent brand's reputation and influence. Therefore, the premise of brand authorization is that the brand has a high reputation and a high status in the hearts of the target audience. When a brand is not strong and challenged by many peers, it is very risky for authorized enterprises to obtain the authorization of the brand. It can be said that brand authorization is an advance of consumer trust. Consumers have never been exposed to the ordinary products of an ordinary enterprise. The reason why consumers abandon other similar products to buy this product is only because they trust the brand currently used by this product. In this case, if the use of new products makes consumers satisfied, if there are problems with new products, consumers will be dissatisfied, even far from expectations. Then consumers will inevitably feel cheated, not only rejecting new products, but even losing trust in the brand, or even completely denying the brand, which is very contradictory to other authorized products of other authorized enterprises of the brand, and this is definitely the last thing the brand licensor and licensee want to see. Therefore, as the owner and user of parent brand, we should improve the product quality and customer service level, and consciously safeguard the brand image. In the practice of brand authorization, many enterprises have achieved great success, such as Disney and Altman. There are also many enterprises that have encountered many setbacks in brand authorization, such as many domestic cartoons. I hope that parent brand enterprises can learn from the successful experience of successful enterprises in implementing brand authorization strategy by examining their own problems in the process of brand authorization, and sum up their experiences to provide reference for successful brand authorization. "Don't forget the past, the teacher of the future."