Where in the world are the companies and individuals that are part of the licensing business? We crunched the numbers behind the Licensing Sourcebook, now featuring almost 10,000 contacts from around the world. WorldwideThe U.S. has the highest number of executives at 61% share of the total, partially as a function of the U.S.-centric approach of the publication. With over 3,900 listings outside of the U.S., the top five international countries by licensing executive population are the U.K., Germany, Canada, Australia, and Japan. Note that executives can handle more than one territory: For example, a team can handle all licensing deals for the EMEA territory while based from a U.K. home office. We’re seeing this trend decline, however, as more companies open regional offices that are directly engaged in deal-making in their new home country. On average, licensees make up most of the population (50% share), followed by licensors (23%), licensing agents (13%), and service providers (10%). Some of the most developed territories lead for licensee share, namely the U.S./Canada (50%) Western Europe (51%), and Australia/New Zealand (57%). While some companies actually manufacture products in their home country, most do not. For example, territories like Asia have a larger manufacturing base than does the U.S./Canada. But independent Asian manufacturers do not typically deal with licensors or agents directly, instead taking on sub-contracts for regional licensees. Alternatively, a U.S.-based company may directly own and operate factories in China, a trend that is not necessarily reflected in our data. The territories with the highest rates of licensing agents tend to have highly regionalized brands (fewer licensors serving a global market) and contain multiple countries with different currencies and import/export regulations. The leading territories for agent share are the Middle East/Africa (34%), Latin America (29%), and Central & Eastern Europe (25%).
United StatesThe demographics in the U.S. are largely centered on two clusters of coastal cities: the East (19%; incl. New York and Brooklyn) and West (8%; incl. Los Angeles, San Francisco, Santa Monica, and Beverly Hills). The next most popular cities are Atlanta and Chicago, each at 1% share. The Mid-Atlantic region reigns with 30.8% share, followed by the West Coast (29.8%) and Southeast (13.6%). If you know of a licensing company in South Dakota, let us know.
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