{"id":240369,"date":"2023-06-16T14:07:09","date_gmt":"2023-06-16T12:07:09","guid":{"rendered":"https:\/\/rtrsports.com\/marca-licenciamento-custo-revisao-dinheiro-atras-do-processo\/"},"modified":"2025-07-17T17:11:06","modified_gmt":"2025-07-17T15:11:06","slug":"marca-licenciamento-custo-revisao-dinheiro-atras-do-processo","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/brand-licensing-cost-review-money-behind-process\/","title":{"rendered":"Custo do licenciamento de marcas, analisamos o dinheiro por detr\u00e1s do processo"},"content":{"rendered":"

Quanto custa investir numa opera\u00e7\u00e3o de licenciamento de<\/strong> marca? Esta \u00e9 uma das perguntas mais frequentes que nos fazem quando falamos de licenciamento. \u00c9 uma curiosidade leg\u00edtima e \u00e9 uma quest\u00e3o que tem v\u00e1rias respostas.<\/p>\n

Comecemos por dizer que, geralmente, a remunera\u00e7\u00e3o de um acordo de licenciamento \u00e9 composta por duas partes diferentes, a garantia m\u00ednima<\/strong> e uma parte vari\u00e1vel ligada ao volume de vendas do produto licenciado, <\/strong>tamb\u00e9m conhecida como “royalties”.<\/p>\n

Porqu\u00ea esta estrutura contratual?<\/strong><\/h2>\n

Porque esta estrutura permite que ambas as partes, os parceiros de licenciamento<\/strong>, obtenham grandes benef\u00edcios de uma opera\u00e7\u00e3o bem sucedida. De facto, ao assinarem o contrato de licen\u00e7a<\/strong>, estar\u00e3o a desenvolver uma verdadeira parceria com o objetivo de produzir uma opera\u00e7\u00e3o vantajosa para ambas as partes.<\/p>\n

Quais s\u00e3o as vantagens de uma estrutura deste tipo?<\/strong><\/h2>\n

Sublinharei algumas delas e f\u00e1-lo-ei \u00e0 medida que me forem ocorrendo. Em primeiro lugar, a parte que concede o direito de utilizar a sua marca<\/strong> (o licenciante<\/strong>) recebe uma garantia m\u00ednima, um montante fixo, e, por isso, pode estar seguro de que a licen\u00e7a<\/strong> ser\u00e1 implementada. Esta taxa de licenciamento<\/strong>, ou taxa de licen\u00e7a, ou garantia m\u00ednima, \u00e9 uma esp\u00e9cie de ap\u00f3lice de seguro que cobre o risco de o licenciado n\u00e3o avan\u00e7ar com o projeto, mas apenas adquirir os direitos, a autoriza\u00e7\u00e3o legal<\/strong>, com o mero objetivo de retirar do mercado a oportunidade de um concorrente o poder fazer.<\/p>\n

O titular da licen\u00e7a mostra o seu verdadeiro empenhamento ao pagar uma determinada quantia de dinheiro<\/strong>, o que garante que a licen\u00e7a ir\u00e1 avan\u00e7ar a toda a velocidade.<\/p>\n

Uma vez que parte da remunera\u00e7\u00e3o, os pagamentos de royalties<\/strong>, est\u00e1 ligada ao volume de vendas, o licenciado pode ter acesso a grandes projectos sem investir a maior parte dos seus recursos. Assim, sobrar\u00e1 um or\u00e7amento mais do que suficiente para ser investido no desenvolvimento de produtos, no marketing de influ\u00eancia<\/strong> e em actividades comerciais para promover os produtos da marca<\/strong>.<\/p>\n

Por outro lado, o licenciado, que est\u00e1 obviamente a arriscar o seu capital, pode ter a certeza de que o licenciante estar\u00e1 muito disposto a ajudar.
\nUma vez que uma grande parte do seu volume de neg\u00f3cios est\u00e1 ligada \u00e0s vendas<\/strong>, ele (o licenciante) ser\u00e1 muito \u00fatil na gest\u00e3o das actividades di\u00e1rias e far\u00e1 todos os esfor\u00e7os poss\u00edveis para ajudar com as aprova\u00e7\u00f5es, as ac\u00e7\u00f5es promocionais, etc. Assim, o licenciante far\u00e1 tudo o que estiver ao seu alcance para ajudar o licenciado a desenvolver um programa de licenciamento bem sucedido.<\/p>\n

Agora, a pergunta mais dif\u00edcil: Quanto \u00e9 que custa?<\/strong><\/h2>\n

A verdadeira resposta \u00e9: n\u00e3o existe uma lista de pre\u00e7os<\/strong>. Se quiser comprar os grandes nomes do mercado e estiver numa categoria muito popular e movimentada, por exemplo, a moda, pode esperar neg\u00f3cios a partir de 6 d\u00edgitos<\/strong>. Por outro lado, se estiveres num nicho, talvez muito rico mas n\u00e3o muito concorrido, \u00e9 prov\u00e1vel que acabes por fazer um bom neg\u00f3cio<\/strong> porque o licenciante considerar\u00e1 que h\u00e1 menos possibilidades de explorar comercialmente esse sector e que ser\u00e1 mais vantajoso para ele optar por uma alternativa.<\/p>\n

Os programas de licenciamento s\u00e3o populares? Quem o est\u00e1 a fazer?<\/strong><\/h2>\n

O licenciamento \u00e9 extremamente popular e, em 2017, de acordo com a LIMA, a receita global de bens e servi\u00e7os licenciados gerou 271,6 mil milh\u00f5es de<\/strong><\/a> d\u00f3lares.<\/p>\n

Assim, h\u00e1 milhares de empresas envolvidas no licenciamento, fazendo parcerias com marcas como a Walt Disney<\/strong>, Ferrari, Bentley, Ducati,<\/strong> Procter&Gamble<\/strong>, Pepsi Cola<\/strong> e muitas outras. A maioria das empresas<\/strong> est\u00e1 interessada em explorar novos mercados<\/strong> atrav\u00e9s de acordos de licenciamento<\/strong>. Se a ind\u00fastria est\u00e1 de t\u00e3o boa sa\u00fade, \u00e9 evidente que deve haver algo de bom nela, talvez algo que nunca tenha considerado, mas que vale a pena investigar.<\/p>\n

\u00c9 sempre aconselh\u00e1vel que sejas o condutor do processo.<\/strong><\/h2>\n

Uma \u00faltima dica: \u00e9 sempre aconselh\u00e1vel ser o condutor<\/strong> do processo, assumindo o controlo do acordo<\/strong> entre as duas partes<\/strong>. Para tal, \u00e9 frequentemente necess\u00e1rio consultar os agentes de licenciamento para garantir que todos os direitos concedidos<\/strong> s\u00e3o bem compreendidos e protegidos.<\/p>\n

Se tens interesse em licenciamento e no desporto autom\u00f3vel<\/strong><\/a>podemos fazer para ti todos os controlos pr\u00e9vios necess\u00e1rios e verificar o investimento necess\u00e1rio para a tua categoria espec\u00edfica. Falemos sobre isso ou consulte a nossa p\u00e1gina de Licen\u00e7as<\/a>. Podemos sempre ser contactados atrav\u00e9s do endere\u00e7o info@rtrsports.com<\/p>\n

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Em conclus\u00e3o, o licenciamento de marcas tem um imenso potencial para oferecer ganhos monet\u00e1rios e expans\u00e3o da marca, considerando a taxa de licenciamento paga e o dinheiro envolvido. Apesar de o custo dos acordos de licenciamento e das taxas de royalties poderem ser significativos. Al\u00e9m disso, as empresas que celebram estes contratos n\u00e3o s\u00e3o apenas um licenciado ou uma parte do acordo, mas tornam-se parte integrante de um ecossistema mais vasto que abrange v\u00e1rias empresas, cada uma desempenhando um papel significativo na hist\u00f3ria da marca.<\/p>\n

No entanto, estes programas de licenciamento podem ser complexos, especialmente no que diz respeito \u00e0 compreens\u00e3o das nuances dos acordos de licenciamento e do modelo de pagamentos baseados na utiliza\u00e7\u00e3o.<\/p>\n

No final, o objetivo final de todas as partes envolvidas \u00e9 desenvolver uma opera\u00e7\u00e3o bem sucedida em que todos beneficiem. O licenciado, que paga inicialmente a taxa de licen\u00e7a, acaba por beneficiar da venda dos produtos licenciados e o licenciante, que concede a autoriza\u00e7\u00e3o, beneficia de um afluxo regular de royalties, gerando potencialmente uma parte significativa das suas receitas comerciais globais.<\/p>\n

Assim, o licenciamento n\u00e3o \u00e9 apenas uma troca de direitos e dinheiro, mas uma decis\u00e3o estrat\u00e9gica que pode ter um impacto significativo na trajet\u00f3ria de ambas as partes envolvidas, conduzindo potencialmente \u00e0 abertura de novos mercados e \u00e0 cria\u00e7\u00e3o de oportunidades de neg\u00f3cio lucrativas.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Quanto custa investir numa opera\u00e7\u00e3o de licenciamento de marca? Esta \u00e9 uma das perguntas mais frequentes que nos fazem quando falamos de licenciamento. \u00c9 uma curiosidade leg\u00edtima e \u00e9 uma quest\u00e3o que tem v\u00e1rias respostas. Comecemos por dizer que, geralmente, a remunera\u00e7\u00e3o de um acordo de licenciamento \u00e9 composta por duas partes diferentes, a garantia […]<\/p>\n","protected":false},"author":14,"featured_media":190112,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20175],"tags":[],"class_list":["post-240369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-licenciamento"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCusto do licenciamento de marcas, analisamos o dinheiro por detr\u00e1s do processo<\/title>\n<meta name=\"description\" content=\"Quanto custa investir numa opera\u00e7\u00e3o de licenciamento desportivo? 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