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Secrets of Success in Brand Licensing

Autor Andrew Levy, Judy Bartkowiak
en Limba Engleză Paperback – 9 oct 2011
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.
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Specificații

ISBN-13: 9781908218957
ISBN-10: 1908218959
Pagini: 206
Ilustrații: colour illustrations
Dimensiuni: 140 x 216 x 14 mm
Greutate: 0.33 kg
Editura: MX Publishing

Cuprins

Foreword - Introduction - - What is Brand Licensing - Where it sits within the Marketing Mix - Understanding Brand fit and Brand stretch - Properties of a brand that can be licensed Chapter 1 - - Understanding the consumer - Consumer segmentation - Market Research - continuous eg tracking and ad hoc quantitative and qualitative Chapter 2 - - Brand Valuation - Royalties Chapter 3 - - Intellectual property - Legal Issues - Counterfeits Chapter 4 - - Understanding the Retail Buyer Chapter 5 - - Public Relations - Trade Shows - Sponsorship - Social Media and Virral marketing - Trade Magazines Chapter 6 - - Role of the Licensing Agent Chapter 7 - - Licensee perspective Part 2 - Case Studies Entertainment - X Factor Publishing - Harry Potter Design - Hello Kitty Sport - ManU, 361 degrees Brand - JCB , Virgin, Royal Navy, Smiley Celebrity - Katie Price Toy - LEGO Bibliography Useful links

Descriere

Levy and Bartkowiak share their years of practical experience and contacts worldwide to bring the inside story on today's successful brand licensing campaigns.