Strategic Brand Licensing | Taschenbuch

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Sprache: Englisch

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Beschreibung

This text provides a roadmap to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand 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.

Über den Autor

Maria Cristina Longo is Associate Professor of Business Economics and Management at the University of Catania, Italy. She was Canon Foundation in Europe 2021 Research Fellow.

Pete Canalichio is a top-tier consultant specializing in brand expansion and licensing, a TEDx speaker, an award-winning author, and a former US Navy pilot.

Inhaltsverzeichnis

Introducing the Brand Licensing World; Chapter 1. The World of Licensing; Chapter 2. Charting the Path for Enduring Brand Licensing Programs; Chapter 3. Designing an Enduring-Based Licensing Program; Chapter 4. Running a Brand Licensing Program; Chapter 5. Brand Licensing Tips to Avoid Pitfalls; Remarks: the Future of Licensing

Details

Erscheinungsjahr:	2024
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781032428482
ISBN-10:	1032428481
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Longo, Maria Cristina Canalichio, Pete
Hersteller:	Routledge
Verantwortliche Person für die EU:	Taylor & Francis Verlag GmbH, Kaufingerstr. 24, D-80331 München, gpsr@taylorandfrancis.com
Maße:	246 x 174 x 10 mm
Von/Mit:	Maria Cristina Longo (u. a.)
Erscheinungsdatum:	30.04.2024
Gewicht:	0,319 kg