More than Brand Police: University Licensing as a Revenue Generation Powerhouse

Licensing is an often underappreciated yet crucial aspect of a university's marketing and brand strategy; however, it can be a powerful tool for brand reinforcement and revenue generation. In this episode, Jaime sits down with Brian Eubank, Executive Director of Licensing at Old Dominion University, to discuss how universities can extend their brand's reach far beyond campus borders. Takeaways from this episode include:

• Insights into how licensing can contribute to brand recognition and pride among students, alumni, and supporters
• Guidance on taking your licensing program to the next level through strategic partnerships
• Tips for staying current on emerging trends in trademarks and licensing and a forecast on how these developments might reshape branding strategies
• Ideas for expanding your licensing opportunities and capitalizing on alumni affinity

Licensing, when managed effectively, can support your university’s goals, enhance your reputation, and engage the community like nothing else.

Brian Eubank is the executive director of licensing at Old Dominion University, where he oversees all aspects of the university’s licensing program. Six months into his tenure at ODU, he has helped increase licensing revenues by 11% YOY, added a vintage collection to the licensing offerings, and shepherded partnerships with a brewery for a licensed beer and a local restaurant chain for a licensed barbecue sauce. Prior to his current role, Brian served as the Director of University Partnerships for Affinity Licensing, Regional Vice President for Learfield Licensing, and University Brand Manager for Licensing Resource Group.

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The Enrollify Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

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