AuthorMichael Sanford Stone
ProfessionB.A. from Hamilton College and a J.D. from Emory University School of Law
When you purchase a Black & Decker toaster oven, a
Westinghouse air conditioner, a quart of Hershey’s
chocolate milk, a can of Sunk ist orange soda, a P.F. Chang’s frozen
meal, a Mr. Clean broom, or an AT&T landline phone, you are
purchasing a licensed product. Sure, we all know that we are buying
licensed products when we purchase a New York Yankees T-shirt
or a Star Wars toy light saber or a John Deere toy truck or a U.S.
Army wallet, but a true licensed brand extension is seam less in the
eye s of co nsum ers. From c onsu mers ’ pers pec tive s, t he ori gin of th e
product is the brand itself; without looking closely at the labeling
or packaging, consumers generally don’t realize that the product
actually comes from another source authorized by t he brand to
manufacture, market, a nd distribute the product, all subject to the
brand owner’s approval. Walk down the a isle of a Kroger, Target,
Macy’s, Lowe’s, CVS, or Costco or scroll through Ama zon or other
brick-and-mortar or online retailers and see if you can discern
which branded products are licensed and which are the core
products coming from the brand owner itself. If brand licensing
has been done correctly (and you will know what that means when
you nish reading this book), you will not be able to separate the
core products from the licensed products. And, importantly, as
you will also lear n, those licensed products are delivering a brand
message and motivating the consumer to fur ther participate with
the brand. Licensing contributes, supports, and strengthens the
“sticky” relationship that brands seek wit h consumers.

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