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Brand licencing - my intellectual property on the international market

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How to use brand licencing as a new business model? Full house of creative entrepreneurs gathered on November 21st 2018 in Erinevate Tubade Klubi (Telliskivi, Tallinn) to learn about brand licencing and related trading from Nordic and Estonian experts and entrepreneurs. Seminar “Brand licencing – my intellectual property on the international market” was organised by the Nordic Council of Ministers´ office in Estonia, Creative Estonia and Creative Europe. Speakers included AGMA director Kati Uusi-Rauva, who outlined ways of finding agents and discussing the nature of brand-trading in general; Roleff Kråkström, the CEO behind the Moomins brand, who talked about the reasons behind the company’s massive success as a result of rebranding the characters; agent Heikki Laaninen from 5th Wave Brands Agency, who looked at the principles behind ‘tradable brand’ criteria; lawyer Pirjo Jha, who examined the legal aspects of entering into licensing agreements; and Dan Mikkin from the agency Brand Manual, who discussed on how to build up a successful brand. Ardo Reinsalu CEO of the Estonian electric bike Stigo shared the experience of how their brand was stolen.
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