Brand Residence to represent Lufthansa’s licensing rights worldwide

The Brand Residence will now represent Lufthansa’s licensing rights worldwide. The license agreement was signed by the Munich-based licensing agency and Lufthansa AG.

The Brand Residence is a full-service licensing and brand extension agency that offers its customers licences, consulting, retail activation, coaching and other services related to brands and brand expansion under one roof.

The licensing business is nothing new for the traditional German brand with its signature crane. The airline has been active in this field for some ten years now.

The Brand Residence will continue to expand this segment in the national and international market relying on high-quality product ideas thoroughly considered in design and function that embody the essence of the Lufthansa brand, making it a tangible experience.

Awarding licenses to qualified partners increases brand presence. The goal is to establish and expand a Lufthansa product and experience world that will raise brand visibility for both retailers and consumers as a premium lifestyle brand. Brand positioning – creating the right environment in which Lufthansa can be perceived as valuable, authentic and unique – plays a central role.

License partners and their products will explicitly reflect this premium quality.

Marlies Rasl, Managing Director of The Brand Residence said, “Our goal is to establish long-term partnerships with high-end licensees and implement products that convey Lufthansa’s high-caliber image, transfer brand values and address the positive, emotional aspects of the brand, as well.In short, the brand must become an experience for the consumer,” she hopingly added.

Gudrun Groeger, Account Management Lufthansa Brand Licensing observed, “We are in good hands with Marlies Rasl. We were convinced not only by her know-how and expertise in the licensing business, but by her understanding of our brand values and her conceptual skills, in particular, combined with her ability to think outside the box.”

The possibilities are as varied as the airline’s destinations. These can include products specially developed for Lufthansa, geared to the company’s corporate design, as well as classic travel products for parents and children, toys and, naturally, everything to do with travel in general.

A new style guide has been developed for the high-end product strategy, specifying the facets of product design in detail.

Marlies Rasl, founder and managing director of The Brand Residence has worked with many of the world’s most renowned and successful consumer and entertainment brands, including Lord of the Rings, Star Wars, Spider-Man, Coca-Cola, Jeep, Maybach and many more.

With its extensive international network with contacts to industry, trade and media, The Brand Residence develops the right brand strategy, perfectly tailored to desired target groups.

In partnership with The Brand Residence, Alita Friedman, CEO of Alita’s Brand Bar, will handle the U.S. & Canadian licensing and brand extension efforts for Lufthansa.


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