浅谈品牌授权的经营模式与方法（Discussion on the management mode and method of brand authorization）.doc

浅谈品牌授权的经营模式与方法（Discussion on the management mode and method of brand authorization） Create a clothing brand needs to cultivate a large number of preliminary research, time, energy and money to pay more is a hard and long experience, for Chinas small and medium-sized clothing enterprises, not only slow, and great risk. Therefore, brand licensing will be one of the shortcut for Chinese apparel enterprises to achieve international brands! Through the way of authorized management, it is a good business model for both sides to earn profits by borrowing from others who have created and have higher market famous brands. Brand licensing and brand licensing, refers to the authorized person will have their own agents or trademark or brand in the form of a contract awarded by authorized use; authorized to engage in business activities according to the provisions of the contract (usually the production and sales of a product or provide a service), and to the authority to pay the appropriate fees; at the same time authority will give guidance and assistance of the authorized party of personnel training, organization design, management etc.. International fashion brand franchising in the history of the past hundred years has been gradually improving, represents the cultural background, historical origins deep, through professional and effective management mode, the concept of chain brand has a good image of the brand visual identification and very stylish. Some international well-known clothing brands, such as: GUCCI, Givenchy, Christian Dior, Calvin Klein and sport Nike, Adidas and other brands, the brand promotion, experts and institutions of international online media planning assistance, product market positioning and development marketing planning system, the universal type terminal modular chain store management and control etc. so, the brand has a strong ability to integrate resources and extensive experience. The international apparel brand through brand licensing managem