Most brands treat localization as a translation problem — swap the language, adjust a few colors, call it done. In MENA, that approach gets noticed for the wrong reasons. Here is the seven-part framework that actually determines whether a brand connects with the region: messaging, product, retail, timing, and governance, sequenced correctly and built in before launch.

BBM Licensing welcomes Moayyad Akkad as Licensing Manager, bringing over 15 years of experience in brand licensing, intellectual property commercialization, entertainment, and strategic partnerships across the Middle East and international markets.

Licensing and franchising are not interchangeable. In the Middle East, choosing the wrong model does not just create friction — it creates a structure that is hard to exit and expensive to fix. Here is what each model actually demands in this region.

BBM Licensing signs with Osratouna TV to launch a global licensing program for Thaloob and the Arab world’s leading kids entertainment franchise.

Most global brands that struggle with licensing in the Middle East don't fail because there's no demand. They fail because the agreement was never built for this region. This article outlines how to structure a licensing agreement in the Middle East that protects brand equity, creates commercial accountability, and gives licensors the controls they need — from territory and royalties to approvals, IP, and governance.

A licensing agency in the Middle East does more than introduce partners. It builds the commercial, legal, cultural, and operational framework that helps brands enter the region with discipline, protect brand equity, and scale through the right licensing partnerships.

BBM Licensing announces the appointment of John Lam as Senior Strategic Advisor, strengthening its advisory capabilities in brand strategy, cultural insight, licensing, and international growth.