The Power of Licensing: Harnessing Brand Equity
- Publisher:
- American Bar Association
- Publication date:
- 2018-08-28
- Authors:
-
Michael Sanford Stone
(B.A. from Hamilton College and a J.D. from Emory University School of Law) - ISBN:
- 9781641051644
Description:
The Power of Licensing: Harnessing Brand Equity 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.
Index
- Introduction
- Why Now? The Rise of Licensing
- The Evolution of Brand Licensing
- The Benefits: The Advantages of Harnessing Brand Equity Through Licensing
- A Strategy, Not a Tactic
- Managing and Supporting a Licensing Program
- Understanding and Mitigating the Risks
- To Be or Not to Be at a Single Exclusive Retailer
- Celebrity Licensing
- Dead or Alive? Bringing Brands Back to Life
- Brand Licensing Outside the United States: It's a Big World Out There
- The Future of Licensing, Part I: The Shopping Battlefield
- The Future of Licensing, Part II: Delivering the Brand Message
- A Concluding Perspective
- Afterword
- Acknowledgments