Strategic brand licensing : building brand value through enduring partnerships

• Main Authors: Longo, Maria Cristina (Author), Canalichio, Pete (Author)
• Format: Electronic eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2024.
• Subjects: Merchandise licensing.; Brand name products.; Branding (Marketing); Strategic planning.; elektronické knihy; electronic books
• ISBN: 9781003364566; 100336456X; 9781040022696; 1040022693; 9781040022733; 1040022731; 9781032428499; 9781032428482
• Physical Description: 1 online resource

"This text provides a roadmap for brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand both the risks and the benefits of partnerships, how to make the most of a brand's potential in...