Strategic brand licensing : building brand value through enduring partnerships

"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...

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Bibliographic Details
Main Authors Longo, Maria Cristina (Author), Canalichio, Pete (Author)
Format Electronic eBook
LanguageEnglish
Published Abingdon, Oxon ; New York, NY : Routledge, 2024.
Subjects
Merchandise licensing.
Brand name products.
Branding (Marketing)
Strategic planning.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781003364566
100336456X
9781040022696
1040022693
9781040022733
1040022731
9781032428499
9781032428482
Physical Description1 online resource

Cover

Table of Contents:
  • Introducing the brand licensing world
  • The world of licensing
  • Charting the path for enduring brand licensing programs
  • Designing an enduring-based licensing program
  • Running a brand licensing program
  • Brand licensing tips to avoid pitfalls
  • Remarks: the future of licensing.

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