An example of a white label brand is known as a store brand product such as "365 Everyday Value" from Whole Foods Market. Licensing has had a significant impact on the luxury sector, allowing Western brands to enter new markets in distant corners of the world. What We do [] Example: Kellogg's Nutri-Grain Eggo frozen waffles. Advantages: Free or low cost to use It is . But, beginning in the late 1990s, the practice of licensing went downhill because of quality and . Through licensing, the licensor or trademark owner hopes to increase their revenue and build brand awareness. Answer (1 of 5): Brand licensing is a brand extension strategy that enables a brand to get into new product categories outside the core business of the brand owner. We work extensively in numerous product categories with both manufacturers that wish to identify and acquire appropriate brand names for their products, and with companies/brands and personalities that want to leverage their brand equity and expand . Based on 2 documents. 1. Browse the use examples 'licensed brand' in the great English corpus. An example would be a designers name or brand name. Connecting a powerful brand to an in demand product helps to increase sales and drive additional revenue. Licensed Brand means the brand name " Aero - Wrap " and associated trademarks and brand names relating to Existing Products sold by Sun Scientific and listed on Exhibit B. It was developed through the internet during the month of October 2020. Brand licensing enables companies with brands that have high preference to unlock their brands' latent value and satisfy pent-up demand. Through its own and its partnership licensed brands, the east-coast division offers over 400 different varieties of . It may sound paradoxical, but one type of brand strategy is the no-brand approach. Interference management is carried out using various techniques such as listen before talk, good neighbour behaviour, distributed management etc. Licensing is an important phenomena in many industries today, especially, Fashion & Luxury. Examples of Licensed Brands in a sentence. Franchising is a type of licensing that goes beyond use of a specific product or branding and encompasses your business model. The four brand sponsorship options available are national brand (manufacturer's brand), private brand (store brand), licensed brand, and co-brand. In other words, to consumers, it appears as if the products or services belong to the . By definition brand licensing is the renting or leasing of an intangible asset. Brand licensing is a well-established business, both in the area of patents and trademarks. In the following paragraph, we're going to discuss in greater detail what this contract entails. An example of a company that has used a brand extension strategy is Honda. 8 min read. In most cases, licensors prefer a royalty rate that falls within 25% to 75% range of the sublicensing income. For example, the brand and trademark licensing allow the licensee to use it in specific geographical regions or for a specified period. LICENSING BRAND LICENSING As a Top 25 global licensing firm, we work with brand owners and producers to build long-term, sustainable programs generating multi-million dollars in royalty revenue. Common examples of private brands include: Grocery products - canned food, frozen food, rice, cereal, sodas, etc. Entertainment/character is the leading category in the vast global brand licensing landscape (earning more than US$270bn in 2017). The licensee rents or leases the brand from the owner . This agreement allows a company to use a logo or other trademarks in marketing products or services without infringing on a copyright. Numerous fashion houses rely on Safilo Group and many of them are renowned worldwide, such as, to quote just a few examples, Jimmy Choo and Hugo Boss, and others distributed only in some countries, such as kate spade new york, Banana Republic and Saks Fifth Avenue. Global Licensing, Inc. is an intellectual property branding and licensing agency founded in 1994. Here's a great example: Situation: In 1977 Marc Pevers headed up the licensing section for 20th Century Fox, which held the rights to the Star Wars brand. Licensing is a marketing and a brand extension tool widely used by both big corporations and small businesses. The Walt Disney Co.'s Disney Consumer Products unit has repeated as the top licensor in the world in 2018 with $54.7 billion in retail sales of licensed merchandise worldwide, according to an . Brand owners lease their patents, software, or characters to other companies. Proof of the good development of the licensing sector was reflected in the celebration of the Festival of Licensing. You and your team need to be committed to a consistent masterbrand strategy, verbal . The . Another example would be design elements such as fictional characters, print patterns, etc. With celebrity licensing, the product or service is portrayed as being the celebrity's, even though it is actually a business license for the company or organization. Check out the pronunciation, synonyms and grammar. WarnerMedia - $11B. What Is an Example of a White Label Brand? The eight nominees for Best Licensed Brand - Food & Beverage as part of the 2020 Licensing International Excellence Awards come from the cookie aisle, candy counter, soft drink department, liquor and beer world, a pastry-based fast food enterprise, and even the Internet. 1- Starbucks: Sparkle Shop. The licensing contract typically . Licensed Brand means the brand name set forth in the Rider. Brand Licensing Services Licensing is the agreement on use of an organization's brand, know-how and/or other IP that drives revenue and brand equity enhancement. Furthermore, no other technologies are allowed to use this licensed space, thus ensuring a fairly coordinated radio frequency landscape across the licensed . Marmite licensed its name for Easter eggs. For example, let's say John Doe wants to buy some cola. PVH Corp. - $18B (E) WarnerMedia - $11B. Authentic Brands Group . "This brand partnership with BMW epitomizes our shared values and creativity, technological innovation and style. A license is an official permission or permit to do, use, or own something. Even further out is chocolate gifting. More often than not this is a product + Service partnership. No-Brand Branding. "Apple Watch is the ultimate device for a healthy life . 1. The Coca-Cola brand cola has a famous logo and a price tag of $6. He could buy Coca-Cola, or he could buy the generic grocery-store cola. Trademark licensing has a rich history in American business, largely beginning with the rise of mass entertainment such as the movies, comics and later television. The generic brand has an obscure, less appealing logo but is only $3. Possibly for a specific category. Brand licensing is defined by the Business Dictionary as the act of leasing a brand name to another company. Anyone can access the medium via listening if channel is empty. The following are two real examples of each one to see the difference. beira rio mertola Location is in the busy Branson Landing area that has lots of activity. Generic medicine and health products . It is an imaginative yet valuable example of brand licensing, explained in this video. This gives product creators the time to create new products instead of spending time figuring out how to market and distribute . A private or store brand is a brand created and owned by a reseller of a product or service. An arrangement to license a brand requires a licensing agreement. Cognac Finish received 98-points from The Tasting Panel Magazine, as well as Double Gold from the 2019 Denver International Spirits Competition. Generic Brand Example. Meredith Corporation - $25.1B. These products include the retailer's name and are generally less expensive than other bigger brand products. The industry is an economic staple of the North American economy, and fashion licensing is a growing segment. This type of licensing depends on specific contractual forms. This category is the largest in the global brand licensing business, accounting for 44% of sales revenue from licensed merchandise and services worldwide. Nike & Apple. 11 images. A product (or merchandise) license allows licensees to leverage popular IP to create branded products . It is, however, one that many companies and brands are not taking advantage of. The company whose trademarked items are being . PVH Corp. - $10.6B . Royaltyongoing share of proceeds paid to licensor for the rights. The company has been offering licensing solutions since 1986, making their India vertical the country's first complete licensing solutions provider. Creating a Licensing Program. Internal Licensing: Arrangement where a parent company owns two brands and uses one brand in conjunction with the other. Through licensing brands are enabled to find new customers, enter new geographical territories, and venture into new retail categories. Michael Stone is the CEO and founder of Beanstalk, a leading global brand licensing agency and part of the Diversified . Good examples are Superman, Spiderman, Batman, He-Man, and GI Joe. Reese's was able to tap . The company that rents the brand is known as the licensee . The outward facing and corporate difference between the two is that a Branded House may have a wide a range of product and service offerings, but they all have a consistent brand that unites them, sometimes referred to as a 'brand umbrella'. Where a product company licenses its product to a service company in order to achieve some cost benefits (vs compared to other pa. . Brand licensing pertains to the licensing or renting of intangible assets. Critical look at the TIffany-Coty perfume license with . Amelia Earhart CMG Worldwide (317) 570-5000 A masterbrand brand architecture is comprised of a top corporate brand with your products and services fitted beneath this solitary brand. Mickey Mouse 's popularity in the 1930s and 1940s resulted in an explosion of toys, books . Store Brand: Trader Joes sells their products under their own name. . Bradford Licensing India was formed with the vision of spreading awareness and promoting growth . At 13.7% of total revenues, licensing produces an estimated $770 million in royalties. Pairing exclusive Nike Sport Bands with Apple Watch Series2, which features GPS, a two-times-brighter display, water resistance, and powerful dual-core processor. What they have in common are distinctive brand images - and in some . Brand licensing is an important aspect of the apparel industry. Based on that indicator, it is estimated that licensed fashions generated retail sales up to nearly $17 billion in 2013.1. The licensing contract explained. Termhow long the agreement is to last. Licensee: The business renting rights to use the brand identity. For a company looking to expand, franchising and licensing are often appealing business models. The Walt Disney Company - $54.7B. Both taste about the same to John, so he buys the generic . For example, a fashion designer may give another clothing company the rights to sell product using the fashion designers name. 3. But, if a brand sees the need to sublicense, both the brand owner and the original licensee are required to make royalty payments. Because of limited shelf-space available . 2. examples of licensed brands in india. Market sources estimate that the global eyewear (one of the most licensed branded products) is worth $90 billion today. To be successful: The use of one single brand to unite all your offers needs to work for your audience and your team, and. Example: Romano's Macaroni Grill meal kits by General Mills. Foodservice Licensing: Licensing a restaurant or foodservice property. Brand licensing offers a plethora of opportunities for these brands to capitalize on their existing brand equity and drive new revenue streams by entering new retail categories and geographical territories. . 5 Dynamic Brand Licensing Examples. Study 35 Successful Brand Extension Examples. An example of intangible assets includes a song (Somewhere Over The Rainbow), a character (Donald Duck), a name (Michael Jordan) or a brand (The Ritz-Carlton). Using the brand it created for its vehicles, Honda was able to become one of the biggest names in lawnmowers. Franchises typically work best for . Julie negotiates the terms, pricing, and deliverables, and I'm able to provide my . Brand licensing is when a brand owner licenses the right to their brand assets to a licensee, letting the licensee use their brand for a set period of time, in a set way, within an agreed market. taglines and anything else that distinguishes the brand's image - for example, recognizable designs (e.g. The 6 Best Co-Branding Examples We've Ever Seen. In other words, a licensing agreement grants the licensee the ability to use intellectual . Sublicensing Royalty Rate. Using Tiffany & Coty as an example, this article identifies 5 key factors that must be managed to assure success in licensing a luxury brand. This Agreement will be binding upon, and inure to the benefit of, the parties hereto, their successors, heirs, legatees, devisees, assigns, legal representatives, executors and . Licensing Agreement: A licensing agreement refers to a written agreement entered into by the contractual owner of a property or activity giving permission to another to use that property or engage . This is a pure expression of the art of travel," declared Patrick-Louis Vuitton, Head of Special Orders at Louis Vuitton. Most of these action figures are licensed and distributed by manufacturing companies with a wide market reach and excellent manufacturing capacity. the shape of a Coca-Cola bottle . Cheetos leggings, NBA liquor, Febreze insoles or Levi's bedding available at Target - these are all examples of how corporate brands have . May be a lump sum, or percentage of proceeds or amount per unit sold, etc., usually a minimum royalty is required. Sample 1 Sample 2. Answer (1 of 7): Brand licensing is when two brands come together in order to gain the best of both sides. Gallery: Top 10 Licensed Brand Extensions of 2012. A House of Brands comprises a single company or holding group which owns and manages a portfolio of . Product licensing involves two parties: a licensor and a licensee. This is very common in sports and entertainment. This is a smart way to get PR exposure for the brand, without cannibalizing any of the core business, and earning licensing royalties into the bargain. General Ontiveros is there and was captured while attempting to flee, but Carlos manages to escape and hijacks Bud's Black Hawk, shooting him in the head and greatly angering . Franchising. Sagamore Spirit Cognac Finish Rye Whiskey was the brand's follow-up limited edition after winning World's Best Rye Whiskey with their Port Finish Rye in 2019. Examples. This is essential to understand when looking at white label vs private . Those fees generally include a flat amount to join the franchise, along with ongoing royalties . However, a franchising agreement pertains to a business's entire brand and operations, while a licensing agreement only applies to registered trademarks. The best part of this resource guide is that it allows you to see almost three dozen brand licensing case studies in one place. Licensor: The owner of the brand and the renter of the rights. Companies extend their brands via licensing for a variety of reasons. The Top Ten Leading 150 Global Licensors Include: The Walt Disney Company - $54.7B. An example of a store brand is when CVS sells its own type of headache reliever such as brand name Advil. Licensed Brands Safilo's licensed brand portfolio is one of the most important and diversified in the eyewear sector. If you've been following me for at least the past year, then you know I've been talking a whole lot about licensing.. About 2 years ago now, I started working with my licensing agent, Julie Turkel, who has helped me book brand licensing jobs with manufacturers like Blue Sky Planners and Copper Pearl. The license framework was, and still is, designed to make sure an FM radio station on 88.3 MHz has plenty of space between itself and any other stations on the same frequency, for example. As the largest tradeshow dedicated to licensing, consumer products, and brand extensions worldwide, this is your chance to connect with retailers and manufacturers looking to get in touch with fashion brands . An example of a brand licensing agreement includes Reese's, who knew the large market for peanut-based chocolates, but instead of trying to create the products themselves, they licensed their brand to other manufacturers. 6. The big brands have seen their logos and products printed on T-shirts, slippers, bags or jackets. With more than $272bn in global sales of retail merchandise last year, a License Global magazine report lists the Walt Disney Company as the world's leading licensor with brands that include . The Top 10 Global Licensors, according to the 2019 Top 150 Report. It is also defined as an opportunity to extend value. To learn more about brand promotion, contact EVG's Licensing team. Glosbe uses cookies to ensure you get the best experience. Indiana Jones 24 Khyber Bowie Knife. Licensing is - if you like - a type of manufacturing contract which allows manufacturers to fully acknowledge the value brought by the brand when attached to a commodity. Licensed Brands Segment principally sells products under fashion, consumer and entertainment brands which it licenses for use in selected product categories and geographies.. The arrangement in licensing a brand must include a license agreement, and the agreement gives authorization to another party to market a service or product. A licensing agreement is a contract between two parties (the licensor and licensee) in which the licensor grants the licensee the right to use the brand name, trademark, patented technology, or ability to produce and sell goods owned by the licensor. Starbucks Canada opened a sparkle pop-up store to introduce a new series of carbonated drinks in a clean and beautiful place. View gallery. Licensing: Leasing a trademarked or copyrighted brand identity, including brand name, logo, tagline, or other form of brand signature, to another business, usually for use on a product or product line. Through licensing, brand owners have the ability to . The key to building a successful brand licensing arrangement is synergy between the licensee's product and the licensor's brand identity. In 2016, Apple and Nike introduced the Apple Watch Nike+. They gave the license agreement to Betty Crocker, who had experience and expertise in the field. Let's use the videogame Fortnite. Learn the definition of 'licensed brand'. License is free. Designated Area and Exclusivitydefine manufacturing and marketing area of license. " Linked Sites " has the meaning set forth in Subparagraph 5.d. Have a glance at our Brand and content management licensing examples. A licensing agreement authorizes a company which markets a product or service (a licensee) to lease or rent a brand from . Brand licensing allows you to 'rent' a well-known brand and use it on your products. Licensees can re-sell the IP at a higher price or manufacture merchandise with the IP on it. The global licensing industry has now reached over $300bn, helping bring together more and more much loved brands to their fans and consumers in new and innovative ways. Franchising allows another business to replicate your entire company and business model in exchange for fees. From our perspective, back in 2014, this was a smart move. Anyone can use the unlicensed spectrum and its medium. The retail sales of licensed merchandise in both countries grew steadily the last few years reaching $95.3 billion in 2011 with character licensing, corporate brand licensing, fashion and sports licensing. In-licensing explained Some things are best explained by example, so let's take a look at AMAG Pharmaceuticals (NASDAQ:AMAG).In mid-2020, the pharmaceutical company licensed a clinical-stage . With an endorsement, a celebrity backs or promotes a company's product or service. While licensing continues to increase every year, it is becoming more and more competitive. The licensor owns the rights to certain intellectual property (IP) while the licensee manufactures products using the IP granted by the licensor via a license agreement. Brand License Basics. Unlicensed band. 50.5%. The brand owner Epic Games is in the videogame bu. A brand licensing agreement is a legal contract between a branded company selling the use of their imagery, logo, or what is called "marks" to another company. The leased brand is then used in a particular manner, in a defined territory, for a specified time. Today, sublicensing is rarely heard of. Bradford Licensing LLC, headquartered in New York, is ranked one of the top 20 agencies worldwide. All Trader Joes private goods have the company name as . Brand and trademark licensing is a type of licensing in which a licensor permits the licensee to distribute his products using his brand name. Authentic Brands Group - $12.3B. Taking on a license might help a manufacturer whose brand has been marketed in, for example, mass merchandise outlets to market a more upscale, high quality line in specialty stores or . BMW x Louis Vuitton. Brand licensing is the act of giving permission for another company to use your business's intellectual property (IP). In a franchising model, the franchisee uses another firm's successful business model and brand name to operate what is effectively an independent branch of the company.The franchiser maintains a considerable degree of control over the operations and processes used by the franchisee, but also helps . 1. Meredith Corporation - $26.5B. A license may be granted by a party to another party as an element of an agreement between those parties. Many Toronto-based bloggers and influencers welcomed this new experience, took part in this pop-up store, and made these Starbucks beverages hot on social media. Logo or other trademarks in marketing products or services without infringing on a copyright with the of Explosion of toys, books, etc //greenlightrights.com/blog/2019-01-31-what-is-product-licensing-merchandise-licensing-and-product-licensing-explained/ '' > Disney consumer products Hits $ in. Exclusivitydefine manufacturing and marketing area of license sum, or own something a portfolio.. Great English corpus /a > 50.5 % the retailer & # x27 ; m to That many companies and brands are not taking advantage of, contact EVG & # x27 s Than other bigger brand products and marketing area of license of 2020 Announced by license < /a > Even out! Cookies to ensure you get the best part of this resource guide that! Products include the retailer & # x27 ; s popularity in the vast global brand case! Logo but is only $ 3 Tasting Panel Magazine, as well as Double Gold the Contact EVG & # x27 ; licensed brand and the renter of Sublicensing! Before talk, good neighbour behaviour, distributed management etc products include the retailer #. Global Licensors of 2020 Announced by license < /a > Examples, that Extend value buys the generic brand example business renting rights to use the brand is when CVS sells its and! As well as Double Gold from the 2019 Denver International Spirits Competition official permission permit Design elements such as brand name Advil, software, or characters to other.. Common Examples of private brands licensed brands examples: Grocery products - canned food, frozen food, rice cereal., to consumers, it is also defined as an element of an agreement between those parties beginning the, for a healthy life global < /a > Franchising all Trader Joes sells products! Else that distinguishes the brand it created for its vehicles, Honda was able to tap quality and regions for Understand when looking at White Label vs private Label | What is private Label | What is Label Marketing area of license leading category in the videogame bu the products services And business model creativity, technological innovation and style or for a variety of reasons to. Or store brand is when CVS sells its own and its partnership licensed brands in india gave license! Fashion, consumer and entertainment brands which it licenses for use in selected categories! Use, or own something lots of activity when CVS sells its own and its medium however, that To consumers, it appears as if the products or services without on. Or for a variety of reasons apparel industry the Festival of licensing that goes beyond use of store! Names in lawnmowers increase every year, it appears as if the products or services belong the Grocery products - canned food, frozen food, rice, cereal, sodas etc. Own type of headache reliever such as fictional characters, print patterns,.! //Greenlightrights.Com/Blog/2019-01-31-What-Is-Product-Licensing-Merchandise-Licensing-And-Product-Licensing-Explained/ '' > Disney consumer products Hits $ 54.7B in retail sales to! Ceo and founder of Beanstalk, a licensing agreement: Definition, example, let & # ;., sodas, etc more competitive licensed brands examples allows you to see almost three dozen brand licensing landscape earning. The practice of licensing that goes beyond use of a product + service partnership Spirits Competition brand Definition & ;., brand owners lease their patents, software, or characters to other companies introduced the Apple Watch the, example, the east-coast division offers over 400 different varieties of name and are generally expensive! Famous logo and a price tag of $ 6 they have in common are distinctive brand -! To provide my one that many companies and brands are not taking advantage. Licensees to leverage popular IP to create new products instead of spending time figuring out how license! Or leases the brand identity the Sublicensing income when looking at White Label brand the licensed the. Product helps to increase sales and drive additional revenue retail sales up to nearly $ 17 billion 2013.1! To another party as an element of an agreement between those parties minimum is! As Top global < /a > What is In-Licensing to other companies to introduce a new series of drinks! Kits by General Mills would be design elements such as brand name set forth in the late 1990s, practice! The same licensed brands examples John, so he buys the generic brand has an,! Are allowed to use the Unlicensed spectrum and its medium licensed space, thus ensuring a coordinated Names in lawnmowers Architecture Basics: What is In-Licensing most licensed branded )! Is private Label White Label vs private of spreading awareness and promoting growth and a price tag of 6. Company and business model less appealing logo but is only $ 3 browse the use Examples #! Global licensing, explained in this video as the licensee White Label vs private > private?! Owners have the company that rents the brand & # x27 ; re going discuss! Product or service their products under fashion, consumer and entertainment brands which it licenses for use in selected categories. Vehicles, Honda was able to tap nearly $ 17 billion in 2013.1 - <. And its partnership licensed brands, the practice of licensing went downhill of! You to see almost three dozen brand licensing case studies in one place not taking advantage of cola 18B ( licensed brands examples ) WarnerMedia - $ 18B ( E ) WarnerMedia - $ 11B to an in product! Even further out is chocolate gifting a fairly coordinated radio frequency landscape across the licensed licensee Distributed by manufacturing companies with brands that have high preference to unlock their brands via licensing for a time! A particular manner, in a particular manner, in a defined territory, for a healthy life this allows And Examples - Mackman < /a > What is private Label | What private A minimum royalty is required to the licensing sector was reflected in the celebration the John, so he buys the generic to John, so he buys the generic brand an. In 2017 ) IP at a higher price or manufacture merchandise with the vision of spreading awareness promoting Billion in 2013.1 pertains to the include a flat amount to join the franchise along! Product helps to increase sales and drive additional revenue or characters to other companies on it a brand from across. Well as Double Gold from the Tasting Panel Magazine, as well Double. Of brand strategy is the leading category in the Rider opened a sparkle store! Royalty Rate that falls within 25 % to 75 % range of the Sublicensing income, etc., a Which it licenses for use in selected product categories and geographies Marketing91 < /a > Franchising you Deliverables, and Benefits < /a > Franchising vs eyewear ( one of the most licensed products! The field license your brand - dummies < /a > What is a?!: licensing a restaurant or foodservice property these action figures are licensed distributed! Selected product categories and geographies is when CVS sells its own type of licensing depends on contractual Smart move starbucks Canada opened a sparkle pop-up store to introduce a new series of carbonated in Product + service partnership ( e.g three dozen brand licensing enables companies with brands that have preference! Allows another business to replicate your entire company and business model Announced license! A branded House manufacturing and marketing area of license who had experience and expertise in vast. Ensure you get the best experience this contract entails this agreement allows company. Popular IP to create new products instead of spending time figuring out how to license your - Licensed fashions generated retail sales as Top global < /a > What is licensing Kellogg & # x27 ; s Macaroni Grill meal kits by General Mills model in exchange for fees it sound Brands are not taking advantage of known as the licensee royalty licensed brands examples that falls 25 Business renting rights to use intellectual leased brand is when CVS sells its own and its partnership licensed Definition! How to license a brand from if channel is empty and in some trademark owner hopes to increase their and!: //www.globenewswire.com/news-release/2020/08/20/2081399/0/en/The-Top-150-Global-Licensors-of-2020-Announced-by-License-Global.html '' > Disney consumer products Hits $ 54.7B in retail sales as Top global < /a Examples!, it appears as if the products or services without infringing on a copyright % of total revenues, produces. Licensed and distributed by manufacturing companies with brands that have high preference to unlock their brands & x27 Of spreading awareness and promoting growth or he could buy licensed brands examples generic buy the generic grocery-store cola obscure less. They have in common are distinctive brand images - and in some, it appears as if the products services Licensing Examples | EnVeritas Group, Greenville < /a > 1 and manages a portfolio.! Global licensing, brand owners have the ability to went downhill because of and. Million in royalties Kellogg & # x27 ; s popularity in the Rider - dummies < /a > Examples leases! Design elements such as listen before talk, good neighbour behaviour, distributed management etc image - example! Satisfy pent-up demand percentage of proceeds or amount per unit sold,,. Group, Greenville < /a > What is an example of brand strategy is leading! The Coca-Cola brand cola has a famous logo and a price tag of 6. Use Examples & # x27 ; s Nutri-Grain Eggo frozen waffles radio frequency landscape the ; m able to become one of the Sublicensing income specific product or service satisfy! 150 global Licensors of 2020 Announced by license < /a > Sublicensing royalty Rate licensed brands examples, who had and! Creativity, technological innovation and style or he could buy the generic brand Definition & amp ; Opportunities < >