Strategic Brand Licensing

Strategic Brand Licensing

Author: Maria Cristina Longo

Publisher: Taylor & Francis

Published: 2024-04-30

Total Pages: 184

ISBN-13: 1040022731

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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.


Book Synopsis Strategic Brand Licensing by : Maria Cristina Longo

Download or read book Strategic Brand Licensing written by Maria Cristina Longo and published by Taylor & Francis. This book was released on 2024-04-30 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


Secrets of Success in Brand Licensing

Secrets of Success in Brand Licensing

Author: Andrew Levy

Publisher: Andrews UK Limited

Published: 2011-10-11

Total Pages: 213

ISBN-13: 1908218967

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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.


Book Synopsis Secrets of Success in Brand Licensing by : Andrew Levy

Download or read book Secrets of Success in Brand Licensing written by Andrew Levy and published by Andrews UK Limited. This book was released on 2011-10-11 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


Brand Licensing Versus Traditional Growth Strategies

Brand Licensing Versus Traditional Growth Strategies

Author: Pete Canalichio

Publisher: Brand Alive

Published: 2019-01-01

Total Pages: 73

ISBN-13:

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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.


Book Synopsis Brand Licensing Versus Traditional Growth Strategies by : Pete Canalichio

Download or read book Brand Licensing Versus Traditional Growth Strategies written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 73 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


The Power of Licensing

The Power of Licensing

Author: Michael Stone

Publisher:

Published: 2018-10-07

Total Pages: 374

ISBN-13: 9781641051644

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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.


Book Synopsis The Power of Licensing by : Michael Stone

Download or read book The Power of Licensing written by Michael Stone and published by . This book was released on 2018-10-07 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


Brand Licensing For Dummies

Brand Licensing For Dummies

Author: Steven Ekstract

Publisher: For Dummies

Published: 2025-02-26

Total Pages: 0

ISBN-13: 9781394290178

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Your guide to profiting from the world of licensing The brand licensing business is everywhere, turning intellectual property in sectors like entertainment, sports, and fashion into consumer products. Brand Licensing For Dummies offers advice from a pair of the leading experts on licensing to anyone entering the business of connecting content owners with product creators. In this clear guide, you'll learn about the inner workings of licensing and how both licensor and licensee benefit. Discover how to identify opportunities, negotiate deals, market licensed products, and navigate the legalities of licensing. Licensing gurus Steven Ekstract and Stu Seltzer bring decades of experience to this guide, demystifying the world of licensing and teaching you all about the win-win partnerships that allow licensors and licensees to do the things they do best. Discover why licensing is valuable to licensors and licensees alike Explore licensing agreements and different types of deals Learn how to spot a valuable licensing opportunity Negotiate solid licensing deals using the latest strategies This book is a must for brand managers, licensing executives, intellectual property attorneys, product developers, marketing managers, and business owners. Whatever your role, Licensing For Dummies will give you practical guidance, legal insights, and strategic approaches to the dynamic landscape of licensing agreements and intellectual property management.


Book Synopsis Brand Licensing For Dummies by : Steven Ekstract

Download or read book Brand Licensing For Dummies written by Steven Ekstract and published by For Dummies. This book was released on 2025-02-26 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Your guide to profiting from the world of licensing The brand licensing business is everywhere, turning intellectual property in sectors like entertainment, sports, and fashion into consumer products. Brand Licensing For Dummies offers advice from a pair of the leading experts on licensing to anyone entering the business of connecting content owners with product creators. In this clear guide, you'll learn about the inner workings of licensing and how both licensor and licensee benefit. Discover how to identify opportunities, negotiate deals, market licensed products, and navigate the legalities of licensing. Licensing gurus Steven Ekstract and Stu Seltzer bring decades of experience to this guide, demystifying the world of licensing and teaching you all about the win-win partnerships that allow licensors and licensees to do the things they do best. Discover why licensing is valuable to licensors and licensees alike Explore licensing agreements and different types of deals Learn how to spot a valuable licensing opportunity Negotiate solid licensing deals using the latest strategies This book is a must for brand managers, licensing executives, intellectual property attorneys, product developers, marketing managers, and business owners. Whatever your role, Licensing For Dummies will give you practical guidance, legal insights, and strategic approaches to the dynamic landscape of licensing agreements and intellectual property management.


Brand Strategy

Brand Strategy

Author: John M. Murphy

Publisher:

Published: 1990

Total Pages: 208

ISBN-13:

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Book Synopsis Brand Strategy by : John M. Murphy

Download or read book Brand Strategy written by John M. Murphy and published by . This book was released on 1990 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt:


Brand Licensing A Complete Guide - 2020 Edition

Brand Licensing A Complete Guide - 2020 Edition

Author: Gerardus Blokdyk

Publisher: 5starcooks

Published: 2020-02-20

Total Pages: 306

ISBN-13: 9781867336419

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What does your operating model cost? How do you verify if Brand licensing is built right? Record-keeping requirements flow from the records needed as inputs, outputs, controls and for transformation of a Brand licensing process, are the records needed as inputs to the Brand licensing process available? What scope do you want your strategy to cover? What are the costs of reform? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Brand Licensing investments work better. This Brand Licensing All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Brand Licensing Self-Assessment. Featuring 941 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Brand Licensing improvements can be made. In using the questions you will be better able to: - diagnose Brand Licensing projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Brand Licensing and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Brand Licensing Scorecard, you will develop a clear picture of which Brand Licensing areas need attention. Your purchase includes access details to the Brand Licensing self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Brand Licensing Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.


Book Synopsis Brand Licensing A Complete Guide - 2020 Edition by : Gerardus Blokdyk

Download or read book Brand Licensing A Complete Guide - 2020 Edition written by Gerardus Blokdyk and published by 5starcooks. This book was released on 2020-02-20 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does your operating model cost? How do you verify if Brand licensing is built right? Record-keeping requirements flow from the records needed as inputs, outputs, controls and for transformation of a Brand licensing process, are the records needed as inputs to the Brand licensing process available? What scope do you want your strategy to cover? What are the costs of reform? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Brand Licensing investments work better. This Brand Licensing All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Brand Licensing Self-Assessment. Featuring 941 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Brand Licensing improvements can be made. In using the questions you will be better able to: - diagnose Brand Licensing projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Brand Licensing and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Brand Licensing Scorecard, you will develop a clear picture of which Brand Licensing areas need attention. Your purchase includes access details to the Brand Licensing self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Brand Licensing Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.


Breakthrough Licensing: A Disciplined Path to Profitable Brand Extensions

Breakthrough Licensing: A Disciplined Path to Profitable Brand Extensions

Author: Pete Canalichio

Publisher: Brand Alive

Published: 2019-01-01

Total Pages: 153

ISBN-13:

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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.


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

Download or read book Breakthrough Licensing: A Disciplined Path to Profitable Brand Extensions written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


Brand Licensing the Ultimate Step-By-Step Guide

Brand Licensing the Ultimate Step-By-Step Guide

Author: Gerardus Blokdyk

Publisher: 5starcooks

Published: 2018-08-27

Total Pages: 284

ISBN-13: 9780655348146

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in other words, can we track that any Brand licensing project is implemented as planned, and is it working? Do we monitor the Brand licensing decisions made and fine tune them as they evolve? Can Management personnel recognize the monetary benefit of Brand licensing? How do we go about Comparing Brand licensing approaches/solutions? What are your current levels and trends in key measures or indicators of Brand licensing product and process performance that are important to and directly serve your customers? how do these results compare with the performance of your competitors and other organizations with similar offerings? This extraordinary Brand licensing self-assessment will make you the assured Brand licensing domain auditor by revealing just what you need to know to be fluent and ready for any Brand licensing challenge. How do I reduce the effort in the Brand licensing work to be done to get problems solved? How can I ensure that plans of action include every Brand licensing task and that every Brand licensing outcome is in place? How will I save time investigating strategic and tactical options and ensuring Brand licensing costs are low? How can I deliver tailored Brand licensing advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Brand licensing essentials are covered, from every angle: the Brand licensing self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Brand licensing outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Brand licensing practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Brand licensing are maximized with professional results. Your purchase includes access details to the Brand licensing self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard, and... - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation ...plus an extra, special, resource that helps you with project managing. INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.


Book Synopsis Brand Licensing the Ultimate Step-By-Step Guide by : Gerardus Blokdyk

Download or read book Brand Licensing the Ultimate Step-By-Step Guide written by Gerardus Blokdyk and published by 5starcooks. This book was released on 2018-08-27 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: in other words, can we track that any Brand licensing project is implemented as planned, and is it working? Do we monitor the Brand licensing decisions made and fine tune them as they evolve? Can Management personnel recognize the monetary benefit of Brand licensing? How do we go about Comparing Brand licensing approaches/solutions? What are your current levels and trends in key measures or indicators of Brand licensing product and process performance that are important to and directly serve your customers? how do these results compare with the performance of your competitors and other organizations with similar offerings? This extraordinary Brand licensing self-assessment will make you the assured Brand licensing domain auditor by revealing just what you need to know to be fluent and ready for any Brand licensing challenge. How do I reduce the effort in the Brand licensing work to be done to get problems solved? How can I ensure that plans of action include every Brand licensing task and that every Brand licensing outcome is in place? How will I save time investigating strategic and tactical options and ensuring Brand licensing costs are low? How can I deliver tailored Brand licensing advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Brand licensing essentials are covered, from every angle: the Brand licensing self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Brand licensing outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Brand licensing practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Brand licensing are maximized with professional results. Your purchase includes access details to the Brand licensing self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard, and... - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation ...plus an extra, special, resource that helps you with project managing. INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.


Expand, Grow, Thrive

Expand, Grow, Thrive

Author: Pete Canalichio

Publisher: Emerald Group Publishing

Published: 2018-02-12

Total Pages: 348

ISBN-13: 1787437825

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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.


Book Synopsis Expand, Grow, Thrive by : Pete Canalichio

Download or read book Expand, Grow, Thrive written by Pete Canalichio and published by Emerald Group Publishing. This book was released on 2018-02-12 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.