Question

There are many products sold that bear the Harley-Davidson brand, however Harley-Davidson does not manufacture these products.Instead, Harley-Davidson allows other manufacturers to use its brand name in return for royalties on the sales of these products.Harley-Davidson is apparently employing a ______________ strategy.

Answer 1

Brand licencing strategy

Step-by-step explanation:

Brand licencing strategy is used by the licensor firm to permit or authorize a licencee firm to produce or sell it's product in exchange for royalties. A license is issued to the licensee to authorize them to use the licensor brand name for a period of time.

Licensing means renting or leasing of an intangible asset.

LICENSOR refers to the company who issues the licence, that is the owner of the brand name.

Harley-Davidson is the LICENSOR here permitting other firms to use it's brand name in production.

LICENSEE refers to the firm's who is receiving the licence to use another brand name.

The other fims that uses Harley-Davidson brand name is the licensee.

License is always issued in exchange for ROYALTIES

Answer 2

Brand licensing Strategy

Step-by-step explanation:

Brand licensing is an agreement whereby a company is given the permission to produce or market products using the brand of an original owner. It involves leasing out or renting out a brand name to another company. It is the process whereby a licensor gives permission to licensee to use the licensor brand name in the licensee products and services. In this scenario, Harley Davidson, the licensor allows gives manufacturers his brand name to be use in their products in exchange of royalties of the sales of the licensee products.