Strategic brand licensing : building brand value through enduring partnerships / Maria Cristina Longo and Pete Canalichio.

"This text provides a roadmap for 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...

Full description

Bibliographic Details

Online Access:	Full Text (via Taylor & Francis)
Main Authors:	Longo, Maria Cristina (Author), Canalichio, Pete (Author)
Format:	eBook
Language:	English
Published:	London ; New York : Routledge, Taylor & Francis Group, 2024.
Subjects:	Merchandise licensing. Brand name products. Branding (Marketing) Strategic planning.