Goodyear Expanding Brand Presence Through Licensing
These days there’s much more to Goodyear than simply tyres. The US tyre major has become a major player in the world of product licensing, and in early June, it attended the annual Licensing Expo in New York. Attendance at such shows is, says Goodyear, part of its global licensing strategy to help extend the brand’s reach into new and different product categories.
The company already has partnered with nearly 70 licensees worldwide, reports Bob Paciulan, Goodyear manager of licensed products. These licensees, producing products carrying the tyre major’s brand, contribute to a growing stream of royalties received by Goodyear. Paciulan adds that Goodyear, through its presence at shows such as the Licensing Expo, is particularly interested in licensees that produce premium products in the automotive, home/garage, apparel, travel and leisure/recreation areas.