As a newly elected International Licensing Industry Merchandisers Association (LIMA) board member, John Parham, President and Director of Branding at Parham Santana – The Brand Extension Agency has contributed his professional expertise to the licensing and brand extension community with a webinar titled: "Defining the Brand – Beyond the Obvious."

In this presentation, expertly moderated by Marty Brochstein, SVP Industry Relations & Information at LIMA, John and his co-presenter, Susan A. Lazor, Director of Brand Management, Ellery Homestyles, outlined opportunities to strategically define brands for extension into new categories, and grow brand value for all parties – including brand owners, retailers, and manufacturers – based on real-world success stories and proven methodologies.

Most brands were launched on the strength of a single product or idea, but the successful ones are able to look strategically at the brand’s equity and devise expansion and extension opportunities. For brand owners, a strategic, methodical look at the brand can lead them into new product and service directions. For licensing agents, these strategic offerings can bring added business beyond just the licensing dollars. And retailers and licensees need to be savvy about how they evaluate whether a brand has the right qualities to help build their own businesses.

Attendees were informed of a proven three step process to identify new brand extension opportunities and how and when to use research – both qualitative and quantitative – to secure and expand retail placement and increase conversions with consumers based on compelling, relevant messages and enhanced merchandising.

For a copy of the webinar, or to learn more about brand extension strategies, contact John and his team below.

John Parham, President, Director of Branding, Parham Santana – The Brand Extension Agency 
john@parhamsantana.com

John has 25+ years experience helping national brands extend and restage in the retail world. John's positioning and brand extension strategies for clients have guided long-term multi-billion-dollar retail programs for thousands of products at major national retailers in every channel of distribution – including Walmart, Kohl’s, Bed Bath & Beyond, and Macy's. Parham Santana's unique perspective is based on a client base that includes direct involvement with the full roster of the licensing community: major national retailers, brand owners, licensing agents, as well as manufacturers and licensees.

John is a LIMA board member and has a Certified Licensing Degree from LIMA, is a member of the In-Store Marketing Institute and has a Master's in Communication from Pratt Institute.

Susan A. Lazor, Director of Brand Management, Ellery Homestyles

Susan is the Director of Brand Management for Ellery Homestyles, a leading supplier of branded and private label home-fashion products to major retailers. She is responsible for all licensing and brand relationships, including Waverly/Iconix, Arm & Hammer/Church and Dwight, and Thinsulate/3M. Susan also directs all branding efforts from concept to creative execution including nationally branded product for The Historic Charleston Foundation, The National Sleep Foundation, and Colonial Williamsburg.  Her career began in men's apparel at Giorgio Armani, GFT USA and transitioned to the home industry.

Susan has an Associate's Degree in Fashion Merchandising from The Laboratory Institute of Merchandising, and a Bachelor's Degree in Finance from Baruch College.