Research On Brand Licensing Management Of BJ Cosmetics Company

With the global economic integration drive, the competition among products has changed to the competition among their brands. As a new, efficient and effective business mode, the brand licensing has emerged as a response to this market environment. Stemming from the commercialization of Mickey Mouse cartoon image more than100years ago, the brand licensing has proved itself to be an effective means for brand building and brand expansion and thus been used as one of important marketing tools by many companies to achieve even greater success in the market. Therefore, the brand licensing has become increasingly eye-catching in the global market and hailed as the most promising business mode in21st century.The brand licensing means that the ownership of the brand and its managerial right will be separated, which can transform the intangible value of the brand to the real earnings through the merchandising licensing. This kind of new business mode owns the unique advantages and operational approaches that the traditional business modes do not have. Because China has started late on introducing the brand licensing to our domestic market, the business operators in many trades apply the branding licensing into their business with some blindness due to the lack of the theoretical knowledge and practical experience. When they copy the successful cases of other companies to their business mode without considering their real situations and the feasible operation strategy, they cannot attain the stable income in a long run but harm their brand image instead.This paper conducts the research on the practice of CZ brand licensing by BJ Cosmetics Company. Based on the summarization of research results home and abroad, this paper has cross-referenced many similar cases and studies their practice, with the purpose to:1) illustrate its definition, its basic elements, its licensing methods, its category and significance, its basic licensing modes in real world and its basic operation methods as well as what should be considered;2) introduce the management background, the earlier-stage planning and specific operation strategy of BJ Cosmetics Company’s brand licensing practice;3) analyze and evaluate the brand licensing practice of BJ Cosmetics Company, summarize its success and its deficiencies to be improved and suggest the specific improvement on many aspects;4) finally reach a conclusion on what the brand licensing means to the company business operation and summarize the operation strategy that the brand licensing should focus on.