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.