Research On The Problems And Countermeasures Of Brand Licensing Management Of M Toy Company

Brand licensing is a business method in which the licensor grants the intellectual property（IP）such as trademarks,brands and images owned or represented by the licensor to the licensee in the form of a contract,and thus receives a license fee or royalty.Brand licensing is considered as one of the most promising empirical models in the 21st century^[17]and one of the effective ways for brands to achieve expansion.Understanding and studying the problems in brand licensing management and improving the sustainability of brand licensing are beneficial to the healthy development of licensing companies and industries.Based on previous research on brand licensing management,this paper summarizes three problems in the brand licensing management of M Company through a comprehensive compilation of theoretical literature related to brand licensing management,combining the actual situation of M Company with data from industry reports and interviews with the management of M Company and licensees,and finally concludes that there are three problems in the brand licensing management of M Company,which are unreasonable partial licensing regulations and processes,insufficient follow-up After analysis,it was found that the problems were mainly due to the fact that the licensee’s management had not been able to provide sufficient support.After analysis,it was found that the problems were mainly caused by the high concentration of authorization management authority,unreasonable staffing and assessment mechanism,and imperfect authorization control mechanism.To address the above problems,this paper proposes countermeasures to adjust brand authorization management authority,improve authorization support and service level,and optimize authorization control mechanism.To adjust the brand authorization management authority,we need to delegate part of the authorization management authority and optimize the brand authorization contracting process and content,and improve the authorization feedback mechanism;improve the authorization support and service level by introducing professional talents and improving the assessment mechanism,and strengthen the design support service,marketing promotion service and knowledge copyright maintenance;optimize the authorization and control mechanism by improving the brand authorization contract and optimizing the management information system.By improving the brand authorization contract and optimizing the management information system,we can achieve the purpose of optimizing the authorization control mechanism.Of course,the implementation of related optimization measures cannot be achieved without high-level support,resources and ideological propaganda.Finally,this paper summarizes and outlooks on the brand licensing management of M Toy Company,hoping that the problems of M Toy Company’s brand licensing management can be effectively improved,and that it can provide some reference experience for other domestic licensing enterprises while achieving a win-win situation for both parties.