Brand Management

Bluestar Alliance’s foundation is the management, recovery, acquisition, and valuation of a brand. We determine the asset value of the brand in order to properly assess its value for either purchase or sale of the mark. Bluestar owns and manages brands with over 1.5 billion in retail annual sales.


Upon acquisition, our team of experts embark on a complete and thorough understanding of the brand’s potential channels of distribution and price point strategies. We create tools such as brand development profiles, style guides and marketing strategies. These marketing materials portray graphic illustrations and a strategic marketing road map to enhance consumer brand recognition.

Asset Evaluation

Bluestar Alliance is uniquely positioned to evaluate brands, brand acquisition, sale and licensing activities. We value brands by conducting detailed field assessment and research. Due diligence is prepared onsite where we begin a reviewing process that starts with historic data/industry analysis and brand positioning.  In many instances we will invest or loan against these types of assets.

Marketing Strategy

Our team of experts builds a marketing strategy after compiling significant data relating to consumer awareness, competitive landscape, and revenue potential of the IP marks. The marketing strategy is one of the main components of the brand book. From inception to rollout we continue to monitor these marketing activities to achieve optional return of investment dollars, while building the brand through visibility of the business markets.

Licensing Evaluation

Many companies today do not have the infrastructure in place to evaluate and execute a licensing strategy. As a result, there is lost revenue opportunity, less brand awareness, and product extension opportunities that a well-conceived licensing program offers. Bluestar’s DNA is building brands and consumer recognition through a licensing program that fits the client’s profile.

In preparing for this evaluation, an extensive historic brand evaluation and analysis is performed, we will then explore and research the category(s) in which your brand currently resides. During this process we identify its competitive landscape and growth operations, strengths, weakness, opportunities and threats of the brand. We also research the patterns and habits of the target consumer.