Strategic Brand Licensing: Building Brand Value through Enduring Partnerships [Paperback]

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

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.

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.

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.

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