The Power of Licensing: Harnessing Brand Equity
- The Future of Licensing, Part II: Delivering the Brand Message
- Managing and Supporting a Licensing Program
- A Concluding Perspective
- Why Now? The Rise of Licensing
- To Be or Not to Be at a Single Exclusive Retailer
- Dead or Alive? Bringing Brands Back to Life
- The Future of Licensing, Part I: The Shopping Battlefield
- Celebrity Licensing
- Introduction
- The Evolution of Brand Licensing
- The Benefits: The Advantages of Harnessing Brand Equity Through Licensing
- Afterword
- Understanding and Mitigating the Risks
- Brand Licensing Outside the United States: It's a Big World Out There
- A Strategy, Not a Tactic
- Acknowledgments