Strategic Brand Licensing
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Strategic Brand Licensing
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Author : Maria Cristina Longo
language : en
Publisher: Taylor & Francis
Release Date : 2024-04-30
Strategic Brand Licensing written by Maria Cristina Longo and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-04-30 with Business & Economics categories.
This book presents a roadmap for a 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 the digital platform, and how to extend a product portfolio through established brands. Brand licensing can be of interest to many stakeholders, including large companies, entrepreneurs, retailers, agencies and even celebrities. This is also a relevant strategy for small and medium-sized enterprises that want to expand their business abroad, reconciling their limited size with their flexibility. Examples of long-standing partnerships are presented and analyzed, with detailed consideration of what has made them so successful. Through the presentation of case studies in the sectors particularly interested in brand licensing, including the art, character, entertainment, fashion, jewelry, sports and toys sectors, this book aims to highlight opportunities, limits and challenges from both the licensor and licensee’s perspectives. In particular, these case studies represent an effective basis for comparing different experiences and brand licensing strategies, allowing readers to understand both best practices and pitfalls to avoid when building an effective and enduring licensing program. Chapter objectives, summaries, key learning points and discussion questions reinforce understanding and aid reflection. Practical yet theoretically grounded, this book is particularly suitable for postgraduate, MBA and executive education students interested in strategic brand management, licensing strategy and brand expansion. This book can also serve as a valuable guide for professionals interested in expanding their brand portfolio. This book provides effective tools to evaluate the strategic side of brand licensing and the selection of the appropriate company to be a licensee. Online resources include PowerPoint slides, a test bank of exam questions, a case list and discussion questions.
Secrets Of Success In Brand Licensing
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Author : Andrew Levy
language : en
Publisher: Andrews UK Limited
Release Date : 2011-10-11
Secrets Of Success In Brand Licensing written by Andrew Levy and has been published by Andrews UK Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-11 with Business & Economics categories.
Brand Licensing is the most exciting and inspiring element of the marketing mix, reaching all of us in every product sector from clothing, food, giftware, household, music and publishing to stationery and toys. Brand Licenses can come from a fantastic variety of backgrounds including the arts, design, entertainment, celebrities, online and sport. Whether you are a brand owner looking to license out your brand or a manufacturer thinking of buying into a license, getting it RIGHT has never been so important. Secrets of $uccess in Brand Licensing is written by Brand Licensing Industry experts, Andrew Levy and Judy Bartkowiak who share their years of practical experience and contacts worldwide to bring you the inside story on todays successful brand licensing campaigns. What is Brand Licensing?; What makes a successful Brand License?; The process of Brand Licensing; The role of key players in Brand Licensing; Promoting your Brand License; Maximising Retail Impact; Keeping up with information and news on Brand Licensing. There is a plethora of successful globally Licensed Brands all competing for a share of retail space. This book is the key to unlocking the inside track on Brand Licensing.
The Power Of Licensing
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Author : Michael Stone
language : en
Publisher:
Release Date : 2018-10-07
The Power Of Licensing written by Michael Stone and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-07 with Law categories.
As CEO of Beanstalk, a leading, New York City-based global brand licensing agency and part of the Omnicom Group (NYSE: OMC), author Michael Stone has worked with companies as diverse as HGTV, the Ford Motor Company, the Coca-Cola Company and AT&T to create highly ambitious and successful strategic licensing and brand extension programs for Beanstalk's clients. At an increasing pace over the past decade, all types of organizations with strong brands have been clamoring for information and expertise about how to make a licensing-branding strategy work that is aligned with and supports their corporate goals and objectives. This book takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well.
Brand Licensing Versus Traditional Growth Strategies
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Author : Pete Canalichio
language : en
Publisher: Brand Alive
Release Date : 2019-01-01
Brand Licensing Versus Traditional Growth Strategies written by Pete Canalichio and has been published by Brand Alive this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-01 with Business & Economics categories.
Learn the pros and cons of brand licensing, make smarter decisions about growth, get a framework to help you decide if licensing is right for you and an actionable plan from a brand licensing thought leader.
Brand Licensing For Dummies
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Author : Steven Ekstract
language : en
Publisher: For Dummies
Release Date : 2025-02-26
Brand Licensing For Dummies written by Steven Ekstract and has been published by For Dummies this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-02-26 with Business & Economics categories.
Your guide to profiting from the world of licensing The brand licensing business is everywhere, turning intellectual property in sectors like entertainment, sports, and fashion into consumer products. Brand Licensing For Dummies offers advice from a pair of the leading experts on licensing to anyone entering the business of connecting content owners with product creators. In this clear guide, you'll learn about the inner workings of licensing and how both licensor and licensee benefit. Discover how to identify opportunities, negotiate deals, market licensed products, and navigate the legalities of licensing. Licensing gurus Steven Ekstract and Stu Seltzer bring decades of experience to this guide, demystifying the world of licensing and teaching you all about the win-win partnerships that allow licensors and licensees to do the things they do best. Discover why licensing is valuable to licensors and licensees alike Explore licensing agreements and different types of deals Learn how to spot a valuable licensing opportunity Negotiate solid licensing deals using the latest strategies This book is a must for brand managers, licensing executives, intellectual property attorneys, product developers, marketing managers, and business owners. Whatever your role, Licensing For Dummies will give you practical guidance, legal insights, and strategic approaches to the dynamic landscape of licensing agreements and intellectual property management.
Brand Strategy
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Author : John M. Murphy
language : en
Publisher:
Release Date : 1990
Brand Strategy written by John M. Murphy and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Business & Economics categories.
Brand Licensing A Complete Guide 2020 Edition
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Author : Gerardus Blokdyk
language : en
Publisher: 5starcooks
Release Date : 2020-02-20
Brand Licensing A Complete Guide 2020 Edition written by Gerardus Blokdyk and has been published by 5starcooks this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-20 with categories.
What does your operating model cost? How do you verify if Brand licensing is built right? Record-keeping requirements flow from the records needed as inputs, outputs, controls and for transformation of a Brand licensing process, are the records needed as inputs to the Brand licensing process available? What scope do you want your strategy to cover? What are the costs of reform? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Brand Licensing investments work better. This Brand Licensing All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Brand Licensing Self-Assessment. Featuring 941 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Brand Licensing improvements can be made. In using the questions you will be better able to: - diagnose Brand Licensing projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Brand Licensing and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Brand Licensing Scorecard, you will develop a clear picture of which Brand Licensing areas need attention. Your purchase includes access details to the Brand Licensing self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Brand Licensing Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
Brand Licensing The Ultimate Step By Step Guide
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Author : Gerardus Blokdyk
language : en
Publisher: 5starcooks
Release Date : 2018-08-27
Brand Licensing The Ultimate Step By Step Guide written by Gerardus Blokdyk and has been published by 5starcooks this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-08-27 with categories.
in other words, can we track that any Brand licensing project is implemented as planned, and is it working? Do we monitor the Brand licensing decisions made and fine tune them as they evolve? Can Management personnel recognize the monetary benefit of Brand licensing? How do we go about Comparing Brand licensing approaches/solutions? What are your current levels and trends in key measures or indicators of Brand licensing product and process performance that are important to and directly serve your customers? how do these results compare with the performance of your competitors and other organizations with similar offerings? This extraordinary Brand licensing self-assessment will make you the assured Brand licensing domain auditor by revealing just what you need to know to be fluent and ready for any Brand licensing challenge. How do I reduce the effort in the Brand licensing work to be done to get problems solved? How can I ensure that plans of action include every Brand licensing task and that every Brand licensing outcome is in place? How will I save time investigating strategic and tactical options and ensuring Brand licensing costs are low? How can I deliver tailored Brand licensing advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Brand licensing essentials are covered, from every angle: the Brand licensing self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Brand licensing outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Brand licensing practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Brand licensing are maximized with professional results. Your purchase includes access details to the Brand licensing self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard, and... - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation ...plus an extra, special, resource that helps you with project managing. INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
Secrets Of Success In Brand Licensing Chinese
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Author : Andrew Levy
language : zh-CN
Publisher: Andrews UK Limited
Release Date : 2011-11-22
Secrets Of Success In Brand Licensing Chinese written by Andrew Levy and has been published by Andrews UK Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-22 with Business & Economics categories.
Chinese Language Version - Brand Licensing is the most exciting and inspiring element of the marketing mix, reaching all of us in every product sector from clothing, food, giftware, household, music and publishing to stationery and toys. Brand Licenses can come from a fantastic variety of backgrounds including the arts, design, entertainment, celebrities, online and sport. Whether you are a brand owner looking to license out your brand or a manufacturer thinking of buying into a license, getting it RIGHT has never been so important. Secrets of $uccess in Brand Licensing is written by Brand Licensing Industry experts, Andrew Levy and Judy Bartkowiak who share their years of practical experience and contacts worldwide to bring you the inside story on todays successful brand licensing campaigns. What is Brand Licensing?; What makes a successful Brand License?; The process of Brand Licensing; The role of key players in Brand Licensing; Promoting your Brand License; Maximising Retail Impact; Keeping up with information and news on Brand Licensing. There is a plethora of successful globally Licensed Brands all competing for a share of retail space. This book is the key to unlocking the inside track on Brand Licensing.
Licensing As A Component Of Competitive Strategy A Comparative Analysis And Case Study
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Author :
language : en
Publisher:
Release Date : 2004
Licensing As A Component Of Competitive Strategy A Comparative Analysis And Case Study written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.
The purpose of this study was to investigate how licensing is used as a strategic tool within the apparel industry, to understand the relationship between licensing as a strategic tool and lifestyle branding, and to understand how license reacquisition impacts the competitive strategy of firms. Using a Three Phase methodology this study explored licensing, license reacquisition, and how the two relate to competitive strategy. Phase I was the creation of a major licensing studies taxonomy, which was used to gain insight into the strategic uses of licensing within other industries. Phase II, which consisted of two components included case studies of three leading apparel firms that participate in licensing and interviews with individuals from these three firms and other apparel industry representatives. Phase II was essential in understanding licensing as a strategic tool and how licensing and reacquisition are used competitively within the apparel industry. Phase III was the creation and validation of a theoretical model which depicts the relationship between strategic licensing, lifestyle branding, and reacquisition within the apparel industry to gain a competitive advantage. This research provides a foundation for future research in an emerging area of study by establishing a framework and conceptual model relating to licensing within the apparel industry. This study examines four research objectives. Phase I was used to satisfy Research Objective One and gain an understanding of licensing and how it is used as a component of competitive strategy. Licensing creates a competitive advantage to build the overall power of the brand, and differentiate the brand owner from its competitors. Within the apparel industry licensing is used predominantly to extend the brand?s presence beyond its core, and fulfill a particular niche or white space in the market. Phase II helped satisfy Research Objective Two, which was to understand the relationship between licensing as a strat.
