Strategic Brand Licensing - Building Brand Value Through Enduring Partnerships

This text provides a roadmap to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand the risks and the benefits of partnerships, how to make the most of a brand's potential in the digital platform, and how to extend a product portfolio through established brands.

List of contents

Introducing the Brand Licensing World; Chapter 1. The World of Licensing; Chapter 2. Charting the Path for Enduring Brand Licensing Programs; Chapter 3. Designing an Enduring-Based Licensing Program; Chapter 4. Running a Brand Licensing Program; Chapter 5. Brand Licensing Tips to Avoid Pitfalls; Remarks: the Future of Licensing

About the author

Maria Cristina Longo is Associate Professor of Business Economics and Management at the University of Catania, Italy. She was Canon Foundation in Europe 2021 Research Fellow.
Pete Canalichio is a top-tier consultant specializing in brand expansion and licensing, a TEDx speaker, an award-winning author, and a former US Navy pilot.

Summary

This text provides a roadmap to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand the risks and the benefits of partnerships, how to make the most of a brand's potential in the digital platform, and how to extend a product portfolio through established brands.

Product details

• Authors: Pete Canalichio, Maria Cristina Longo, Maria Cristina Canalichio Longo
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 30.04.2024
• EAN: 9781032428482
• ISBN: 978-1-0-3242848-2
• No. of pages: 154
• Subjects: Social sciences, law, business > Business > Management; BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, LAW / Intellectual Property / General, business strategy, Sales & marketing, intellectual property law, Brands and branding