How they do it: Between 2000 and 2016, Porsche licensed its brand exclusively to Electronic Arts to be used in a video game called ”Need for Speed”. The game’s audience was exposed to Porsche’s brand in the setting its exposure is most effective, namely, fast-paced video game scenes featuring iconic, state-of-the-art models of the car maker.
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How they do it: Harley Davidson generates a large portion of its revenue with merchandise carrying the Harley Davidson brand. To avoid a negative impact on their brand the company has a distinctive licensing strategy and only accepts products that are in line with their own goals and guidelines for the Harley Davidson brand.
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How they do it: Google licenses its IP through various products to 3rd parties which wish to use a certain technology or build a business based upon it. For this purpsoe, Google runs a web portal where 3rd parties can apply for the use or acquisition of a patent.
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How they do it: Levi’s is not designing and manufacturing new products for all its brands on its own but has several geography and brand based licensing deals in place. This allows a 3rd party to design, produce and distribute clothing under one of the Levi’s brands.
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