This live project is concerned with trademark licensing of the food and beverage industry in Switzerland, as well as globally. The client, Mövenpick Schweiz AG, is acting as a licensor and questions its licensing business model. The main objective of the live project is to provide Mövenpick Schweiz AG a better understanding of the licensing business in the highly competitive food industry and to further analyze why similar companies perform better with their trademark licensing agreements. Consequently, the authors have formulated the following research questions: • What are the value-added contributions of the licensor and licensee? • Which are the success factors for sustainable growth in sales and revenues? • What are the best practice examples for trademark licensing in the food and beverage market? • Which are the success factors derived from the best practices?

The research is based on secondary sources like books, reports, websites, journals and academic articles. Furthermore, the authors conducted interviews with licensing experts, as well as licensors, and surveys.

The findings reveal that trademark licensing is mostly only used to generate additional revenue and not as a main source of income. In order to be successful, the licensor needs to have a clear structure regarding his licensing policy and plan, a powerful brand, a compelling product, a consistent product line, sophisticated distribution channels, as well as a right execution and management. Moreover, a good brand image, as well as high brand awareness and recognition are key to success. The responsibilities should mainly bear the licensee, whereby the licensor only undertakes the quality control. A further contributor to successful licensing might be a licensing agent, which lets the licensor profit from the industrial expertise and the broad network of collaborators of licensing agents. The project team recommends Mövenpick to undertake a rebranding and refine the brand value. In order to achieve these tasks, the following recommendations are suggested to be initiated: define clear strategical goals regarding the licensing business of Mövenpick, strengthen the brand awareness through service sector business units, implementation of a more aggressive marketing strategy, cooperation with new partners like restaurants and hotels, create a premium and a basic brand line, and delegate more responsibility to the licensees.