Title
The Power Of Licensing: Harnessing Brand Equity: Harnessing Brand Equity
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Although Licensing Itself Is An Old Tactic, Organizations Are Implementing Licensing Brand Extension Strategies Today In A Much More Comprehensive And Brandoriented Manner. Major Organizations Such As Procter & Gamble, General Motors, Black & Decker, The Cocacola Company And Tgi Fridays Have Each Embraced Licensing And Developed Licensingdriven Marketing Programs That Have Not Only Generated Additional Revenue (A Secondary Objective That Used To Be Primary) But Capitalized On Brand Equity, Extending The Marketing Message Broadly And Authentically. Licensing Has Become A Powerful Marketing Tool.As Ceo Of Beanstalk, A Leading, New York Citybased 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 Cocacola Company And At&T To Create Highly Ambitious And Successful Strategic Licensing And Brand Extension Programs For Beanstalks 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 Licensingbranding Strategy Work That Is Aligned With And Supports Their Corporate Goals And Objectives. These Companies Recognize That Their Brands Represent A Hugely Underutilized Resource; That Unprecedented Opportunities Exist To Capitalize On The Equity They Have Built In Their Brands Over Decades Or Longer. The Power Of Licensing Helps Organizations And Marketing Professionals Understand How To Evaluate And Maximize These Opportunities With Their Famous Brands.This Is Not A Book About Licensing A Brand For Tshirts Or Hats. And It Is Not A Legal Primer On How To License. The Power Of Licensing: Harnessing Brand Equity 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.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: How many pages does the book have? A: The book has three hundred seventy-four pages. This length provides an in-depth exploration of brand licensing strategies.
- Q: What type of binding does this book have? A: This book is hardcover bound. The sturdy binding enhances durability and makes it suitable for frequent use.
- Q: What are the dimensions of the book? A: The book measures six point two six inches in length, one inch in width, and nine point two five inches in height. These dimensions make it easy to handle and store.
- Q: What is the main focus of this book? A: The main focus is on licensing brand extension strategies. It emphasizes how organizations can leverage brand equity effectively.
- Q: Who is the author of this book? A: The author is Michael Stone. He is the CEO of Beanstalk and has extensive experience in brand licensing.
- Q: Is this book suitable for beginners in marketing? A: Yes, this book is suitable for beginners. It provides foundational insights into licensing strategies and brand equity.
- Q: How can I apply the strategies discussed in this book? A: You can apply the strategies by evaluating your brand's equity and aligning licensing opportunities with your corporate goals. The book includes practical examples.
- Q: Is this book purely theoretical or does it include practical examples? A: The book includes practical examples. It illustrates how iconic brands have successfully implemented licensing strategies.
- Q: What is the target audience for this book? A: The target audience includes marketing professionals and organizational leaders. It caters to anyone interested in enhancing brand value through licensing.
- Q: Can this book help in developing a licensing strategy? A: Yes, this book can help develop a licensing strategy. It provides insights into maximizing brand opportunities and aligning with business objectives.
- Q: What makes this book different from other marketing books? A: This book focuses specifically on licensing as a marketing tool. It goes beyond basic marketing concepts to explore strategic brand extensions.
- Q: Does the book cover legal aspects of licensing? A: No, the book does not cover legal aspects of licensing. It focuses on strategic marketing and brand equity rather than legal guidelines.
- Q: Is this book relevant for both large and small organizations? A: Yes, the book is relevant for both large and small organizations. It discusses how any brand can leverage licensing effectively.
- Q: What industries can benefit from the insights in this book? A: Industries such as consumer goods, automotive, and food and beverage can benefit. The insights are applicable across various sectors.
- Q: How does the author use case studies in the book? A: The author uses case studies to illustrate successful licensing strategies. These real-world examples enhance understanding and applicability.
- Q: Will I learn about marketing trends in this book? A: Yes, you will learn about current marketing trends related to licensing. The book discusses emerging strategies and practices.