The Star Wars franchise is a prime example of what a strong
intellectual property strategy can do for a brand. They have developed a
diverse portfolio over the years, leveraging their trademarks, patents, and
copyrights for additional revenue in licensing.
These licenses allow for companies to collaborate and use Star Wars
branding as an extension of another brand. Columbia Sportswear release a limited
run collaboration set in 2017 recreating three iconic coats worn
by Commander Skywalker, Princess Leia, and Captain Solo in the 1980 film
"Star Wars: The Empire Strikes Back."
A diverse portfolio and a thought
out strategy allows your brand to leverage the most out of their intellectual
property.
