FOR IMMEDIATE RELEASE
For additional information, please contact:
Nancy Bailey & Associates, Inc.
Nell Roney
Telephone: 678-352-1000
nell@baileylicensing.com
OR
Sandra Louchard
Telephone: 305-668-7000
sandra@baileylicensing.com
NANCY BAILEY, CORPORATE BRAND LICENSING PIONEER,
TO BE INDUCTED INTO LICENSING INDUSTRY HALL OF FAME
ATLANTA, GA, February 4, 2008 -- Nancy Bailey, Founder and Chairman of Nancy Bailey & Associates, Inc. will be inducted into the International Licensing Industry Merchandisers’ Association (LIMA) Murray Altchuler Licensing Industry Hall of Fame in June in conjunction with the 2008 International Licensing Show. Nancy is being recognized for her pioneering leadership in trademark licensing and brand extension that has become one of the largest segments of the licensing industry.
In 1982, Nancy Bailey founded Nancy Bailey & Associates, Inc., one of the first full-service licensing agencies specializing in the development and management of corporate brand licensing programs for Fortune 100 companies. Her name and reputation have been synonymous with the building and success of trademark licensing and brand extension.
“Nancy first identified the concept of brand extension licensing that has become so important in the licensing industry today. She saw the value in a brand’s unique equity and believed that it could be leveraged to other appropriate products that consumers would want because of that brand name,” said Nell Roney, President, Nancy Bailey & Associates.
One of the company’s first brand extensions was for The Procter & Gamble Company’s Vicks® brand. The Vicks brand was licensed to Kaz Products, the leading manufacturer of vaporizers. Within 6 months, the Vicks branded vaporizer grew the entire vaporizer category 25%, became the number one selling vaporizer and achieved a 25% share. That product was followed by humidifiers and thermometers to become what is now a broad line of Vicks health care products that are sold worldwide.
Another early success focused on the Hawaiian Punch brand where Nancy determined that the strongest part of that brand’s equity was its unique one-of-a-kind fruit taste, rather than the well-known Punchy character. This was one of the first food and beverage brands licensed to several food companies, including General Mills for fruit snacks, Jelly Belly jelly beans and for candy and frozen novelties.
Today, headquartered in Atlanta, Nancy Bailey & Associates is responsible for many successful consumer products brand extensions including Sherwin-William’s Dutch Boy Paint in Crayola colors, Mr. Clean® mops and brooms, Cover Girl® eyewear, Tide® laundry accessories, Reynolds food storage containers, Pennzoil automotive products and USA TODAY airport shops to name a few.
Brand extension licensing is now used by many of America’s biggest companies as a cost effective way to grow their brand by launching new products made by other manufacturers. For retailers, it provides customers with more high quality, branded merchandise, sometimes at higher margins, because of the power of the brand name.
Of her induction, Nancy Bailey stated, “It is a tremendous honor to be inducted into LIMA’s Hall of Fame for the work we have done in corporate trademark licensing. It is especially rewarding to be the first to be recognized for this segment of the licensing industry that has grown to become such an important part of our industry.”
Candidates for the Murray Altchuler Licensing Industry Hall of Fame must demonstrate continual and outstanding contributions to the licensing industry. Consideration is given to those who have been actively involved in the business of licensing for a minimum of 10 years and whose contributions have ongoing relevance to the industry.
About LIMA
Founded in 1985, LIMA is the worldwide trade organization for the licensing industry. LIMA’s main objective is to work together with licensors and licensees for the advancement of professionalism in licensing through research, national and international seminars, trade events and publications. With members in 26 countries, and offices in New York, London, Munich, Tokyo and Shanghai, members enjoy access to a wide variety of activities, information and benefits. LIMA is a proud sponsor of the annual Licensing International Expo (New York), Brand Licensing (London), LIMA Licensing Market (Munich), Licensing Asia (Tokyo), Shanghai Licensing Show and the Hong Kong Licensing Show. In addition, LIMA offers ways to jump start a career in licensing: the Certificate in Licensing Studies (CLS) program is the only educational course specifically designed to prepare professionals to succeed in the ever-changing licensing industry and flip a subset of LIMA offering support and networking for the Future LIMA Industry Professionals. For more information please visit www.licensing.org.
About Nancy Bailey & Associates
Nancy Bailey & Associates, Inc. is a full-service licensing agency specializing in developing and managing corporate trademark licensing programs for America's top brands. Headquartered in Atlanta, Nancy Bailey & Associates has been a leader in brand extension licensing for over two decades, cultivating long-term relationships with clients and creating innovative consumer products through high-quality partners. The company offers a comprehensive, turnkey licensing representation program as well as specialized consulting services customized to meet the clients' needs. For more information, please visit www.baileylicensing.com.