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Car maker Ford to license brand across apparels
06
Oct '09
The US based automobile manufacturer; Ford announced plans to license its brand in the country to sell merchandise as part of an image building exercise.

The company, through its global license agent, Beanstalk Group, has entered into a tie-up with Delhi-based licensing management firm License India, to select licensees in India for manufacturing and retailing of products.

"We want to extend the brand through the licensing programme as it will help in reaching out to more consumers as well as creating brand awareness and the first product would be out in the market in the first half of next year," said, Mark Bentley, Ford Global Brand Licensing.

Bentley said the company will introduce various merchandise in a phased manner, starting with car accessories, followed by apparel in the first quarter next year, but did not disclose the sales targets for its merchandise and number of licenses to be given.

Ford has a global licensing business of $1.5 billion and India is a new country on the company's radar after US, Europe, Mexico and Australia and it also has a portfolio of 350 licensee partners globally.

"India, China and South America are the next big markets with potential for licensing of our brand," Bentley said. The company would license its Ford Blue Oval logo, Mustang logo and 'Build for Tough' logo, meant for trucks.

Ford India, the Indian subsidiary of the US car maker, would act as a consultant in the licensing programme which would see the company bring out a range of products including decorative vehicle accessories, clothing, head-wear, toys and homeware.

Fibre2fashion News Desk - India

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