Maria Cristina Longo, Pete Canalichio

Strategic Brand Licensing (eBook, ePUB)

Building Brand Value through Enduring Partnerships

• Format: ePub

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 176
• Erscheinungstermin: 30. April 2024
• Englisch
• ISBN-13: 9781040022733
• Artikelnr.: 70188869

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.

Inhaltsangabe

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