UL to Exhibit at Brand Licensing Europe 2013

As an independent provider of third-party testing, audit, inspection and responsible sourcing services, UL’s full cycle quality assurance solutions help provide confidence in the quality and safety of licensed goods.

“A company’s brand is often its most valuable asset and safeguarding brand reputation is of particular importance when dealing with licensed goods,” says Gary Ma, UL Director for licensed and promotional products. “Licensing can help add value to the core product and positively influence consumer purchasing behaviour, so it is essential that both licensors and licensees confirm that all goods supplied by third-party manufacturers or importers meet required safety and quality standards, as well as brand specifications.”

According to Mark Randall, Strategic Business Manager and European Commercial lead for licensed products, “The role of quality assurance within the licensed goods sector is often underestimated. Quality is an intrinsic component providing total customer satisfaction, ultimately helping build brand loyalty and secure market share. Customer perception of quality ranges from tangible benefits such as the physical performance and durability of a product through to intangible elements such as sustainable sourcing and ethical business practices of supply chain members.” He adds, “UL’s partnership approach helps clients retain greater visibility and control of supply chains whilst encouraging suppliers to adopt good manufacturing practice, minimising potential quality issues and reducing the risk of costly product recalls and returns.”

UL has the global capacity and expertise to provide a vital check on product safety, quality and functionality at every step in the supply chain and across a wide variety of licensed products including toys, premiums, apparel and home ware. UL also has extensive experience in helping licensors and licensees to develop, implement and maintain customised end-to-end quality assurance programmes.