Strategic Brand Licensing

Author : Maria Cristina Longo,Pete Canalichio
Publisher : Taylor & Francis
Page : 184 pages
File Size : 45,8 Mb
Release : 2024-04-30
Category : Business & Economics
ISBN : 9781040022733

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Strategic Brand Licensing by Maria Cristina Longo,Pete Canalichio Pdf

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.

Author : Andrew Levy
Publisher : Andrews UK Limited
Page : 213 pages
File Size : 53,6 Mb
Release : 2011-10-11
Category : Business & Economics
ISBN : 9781908218964

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Secrets of Success in Brand Licensing by Andrew Levy Pdf

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.

Author : Michael Stone
Publisher : Unknown
Page : 374 pages
File Size : 46,9 Mb
Release : 2018-10-07
Category : Law
ISBN : 1641051647

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The Power of Licensing by Michael Stone Pdf

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.

Author : Pete Canalichio
Publisher : Brand Alive
Page : 73 pages
File Size : 40,9 Mb
Release : 2019-01-01
Category : Business & Economics
ISBN : 8210379456XXX

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Brand Licensing Versus Traditional Growth Strategies by Pete Canalichio Pdf

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.

Author : Alexander Chernev
Publisher : Cerebellum Press
Page : 446 pages
File Size : 46,7 Mb
Release : 2020-01-31
Category : Business & Economics
ISBN : 8210379456XXX

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Strategic Brand Management, 3rd Edition by Alexander Chernev Pdf

In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

Author : John M. Murphy
Publisher : Unknown
Page : 208 pages
File Size : 40,6 Mb
Release : 1990
Category : Brand name products
ISBN : UOM:39076001123673

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Brand Strategy by John M. Murphy Pdf

Author : Pete Canalichio
Publisher : Brand Alive
Page : 165 pages
File Size : 40,9 Mb
Release : 2019-01-01
Category : Business & Economics
ISBN : 8210379456XXX

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Breakthrough Licensing from a Manufacturer's Perspective by Pete Canalichio Pdf

Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to perform due diligence, negotiate contracts, and more.

Author : Pete Canalichio
Publisher : Brand Alive
Page : 153 pages
File Size : 54,6 Mb
Release : 2019-01-01
Category : Business & Economics
ISBN : 8210379456XXX

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Breakthrough Licensing: A Disciplined Path to Profitable Brand Extensions by Pete Canalichio Pdf

Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to prospect licensees, perform due diligence, negotiate contracts, and more.

Author : Andrew Levy,Consultant Senior Lecturer Department of Medicine Andrew Levy,Judy Bartkowiak
Publisher : Unknown
Page : 206 pages
File Size : 46,5 Mb
Release : 2011-12
Category : Business & Economics
ISBN : 1780920733

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Secrets of Success in Brand Licensing - Chinese Version by Andrew Levy,Consultant Senior Lecturer Department of Medicine Andrew Levy,Judy Bartkowiak Pdf

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.

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 512 pages
File Size : 55,5 Mb
Release : 2012-01-03
Category : Business & Economics
ISBN : 9780749465162

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The New Strategic Brand Management by Jean-Noël Kapferer Pdf

Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 249 pages
File Size : 42,5 Mb
Release : 2012-05-18
Category : Business & Economics
ISBN : 9781118171790

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Luxury Brand Management by Michel Chevalier,Gerald Mazzalovo Pdf

The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

Author : Alina Wheeler
Publisher : John Wiley & Sons
Page : 338 pages
File Size : 43,7 Mb
Release : 2012-10-11
Category : Design
ISBN : 9781118418741

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Designing Brand Identity by Alina Wheeler Pdf

A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

Author : Brice Martin & Elisha Stephens
Publisher : Scientific e-Resources
Page : 324 pages
File Size : 49,6 Mb
Release : 2019-07-03
Category : Electronic
ISBN : 9781839473159

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Strategic Brand Management by Brice Martin & Elisha Stephens Pdf

Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities.

Author : Pete Canalichio
Publisher : Emerald Group Publishing
Page : 348 pages
File Size : 54,9 Mb
Release : 2018-02-12
Category : Business & Economics
ISBN : 9781787437821

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Expand, Grow, Thrive by Pete Canalichio Pdf

In this call-to-arms for marketers struggling to hit their growth targets, brand licensing expert Pete Canalichio explores what needs to be done to consistently and sustainably convert consumer interest into passion, into must-have, and into must-have-more. The result is the LASSO model: a five-step process to turn good brands into global brands.

Author : Battersby, Grimes
Publisher : Wolters Kluwer
Page : 502 pages
File Size : 55,7 Mb
Release : 2017-04-27
Category : Electronic
ISBN : 9781454886211

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Licensing Update 2017 Edition by Battersby, Grimes Pdf

Licensing Update 2017 is the definitive one-volume handbook covering the year's most significant cases and developments in licensing. It identifies critical trends that licensing professionals and practitioners must understand thoroughly in this rapidly evolving area. Up-to-date, incisive, analytical, and essential, this valuable manual helps you keep up with the explosive pace of licensing with guidance from licensing experts in their area of specialty. You'll find in-depth insights and valuable analysis on recent developments and important trends of licensing issues from leading practitioners who are experts in their field. Licensing Update 2017 is organized as a handy "quick reference" to help you save time in structuring stronger agreements to protect your licensing interest. You'll get extensive coverage of developments in audit and accounting practices, tax considerations, antitrust concerns and many of the bottom-line issues that you need to address to ensure day-to-day profitability of your license agreements.