Strategic Brand Licensing - Longo, Maria Cristina; Canalichio, Pete
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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.

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Produktbeschreibung
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.
Autorenporträt
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.