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.

Many global brands enter the Middle East with strong ambition but weak structure. This article explores the most common licensing mistakes companies make across the region and how the right licensing agency, brand management, and market-entry strategy can help prevent costly errors.

Why cultural intelligence matters for brand expansion in the Middle East, and how brands can build long-term growth through culturally informed strategy, local relevance, and stronger market understanding.

Global brands entering the Middle East and Africa need more than distribution. They need a disciplined strategy that builds awareness, protects IP, creates new revenue streams, and preserves brand authenticity.

A Brands Untapped feature on Amer Bitar’s approach to scaling brand licensing in the Middle East—how structured licensing partnerships enable market entry, localization, and long-term brand stewardship across MENA.