Introduction to Brand Licensing

Discover how brand licensing works and why it's one of the most powerful strategies for brand growth in this Introduction to Licensing course, led by Steven Heller, President and Founder of leading boutique licensing agency The Brand Liaison. Designed for beginners, brand owners, and professionals exploring the licensing industry, this online course covers the fundamentals of brand licensing — from the roles of licensors, licensees, retailers, and licensing agencies, to how the licensing process works in practice. Through real-world success stories featuring globally recognised brands, you'll learn how licensing adds value, how to find the right licensing partners, how to protect your brand identity, and how to prepare for your first licensing conversations. By the end of the course, you'll have the foundational knowledge and practical strategies to confidently navigate the multi-billion-dollar brand licensing industry.