Strategic Brand Licensing: Building Brand Value through Enduring Partnerships
Autor Maria Cristina Longo, Pete Canalichioen Limba Engleză Paperback – 30 apr 2024
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.
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Specificații
ISBN-13: 9781032428482
ISBN-10: 1032428481
Pagini: 170
Ilustrații: 76
Dimensiuni: 174 x 246 x 13 mm
Greutate: 0.31 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 1032428481
Pagini: 170
Ilustrații: 76
Dimensiuni: 174 x 246 x 13 mm
Greutate: 0.31 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate and Professional Practice & DevelopmentCuprins
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
Notă biografică
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.
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.
Recenzii
'As a university media and public relations instructor with a Ph.D. in communication, I am deeply immersed in the ever-evolving world of branding and greatly admire new perspectives that inform how theories apply in daily practice. It is with this lens that I wholeheartedly endorse the groundbreaking textbook 'Strategic Brand Licensing.' Co-authored by Professor M. Cristina Longo and Pete Canalichio, a renowned expert in brand licensing, this book offers a profound understanding of the symbiotic relationship between branding and licensing. It seamlessly merges cutting-edge marketing theories with practical insights from brand licensing, making it an indispensable resource for students and professionals alike. The authors' combined expertise ensures readers gain a holistic perspective on leveraging brands effectively. This textbook is a must-read, unlocking the full potential of strategic brand licensing.'
Heather Epkins, PhD, University of Maryland, College Park
'With an easy-to-read style of writing, Strategic Brand Licensing by Cristina Longo and Pete Canalichio is filled with fascinating insights into the history of branding, as well as what to expect throughout each process of the brand licensing journey. As someone who is expanding my business brand, I have found some incredibly useful ideas to percolate on and develop with my team as we scale my business. And you can guarantee that this book will become our bible to brand expansion and licensing!'
Dawn Bates, bestselling author and writing coach.
'In the dynamic world of branding and marketing, brand licensing has emerged as a powerful tool for businesses to expand their reach, enhance brand equity, and generate new revenue streams. Strategic Brand Licensing: Building Brand Value Through Enduring Partnerships by Maria Cristina Longo and Pete Canalichio provides an insightful and up-to-date exploration of the brand licensing landscape, equipping students with the knowledge and skills to navigate this complex and ever-evolving field.
The book masterfully delves into the intricacies of brand licensing, covering a wide spectrum of topics, from the fundamental principles and legal aspects to the strategic considerations and practical applications. Students will gain a deep understanding of the various types of licensing agreements, the different licensing models, and the key considerations for both licensors and licensees.
What sets this textbook apart is its ability to strike a balance between theoretical rigor and practical application. Longo and Canalichio seamlessly integrate real-world examples, case studies, and industry insights throughout the text, allowing students to connect the dots between theoretical concepts and practical implementation. This approach not only enhances the learning experience but also prepares students for successful careers in brand licensing.
Moreover, the book's engaging writing style and clear organization make it an enjoyable read for students of all backgrounds. The authors clearly explain complex concepts using straightforward language and provide ample illustrations to enhance understanding.
This comprehensive textbook is an invaluable resource for students pursuing a career in brand licensing. It provides a thorough grounding in the fundamentals of the field while also offering practical guidance for navigating the complexities of licensing agreements, strategic partnerships, and global licensing opportunities.
Whether you are a student seeking a comprehensive introduction to brand licensing or an experienced professional seeking to refresh your knowledge, this textbook is an essential resource. It provides the tools and insights necessary to understand, strategize, and implement successful brand licensing initiatives.
I highly recommend this textbook for adoption in college courses on brand licensing. The book's comprehensive coverage, engaging writing style, and practical approach make it an ideal resource for students at all levels of academic expertise.
I am confident that this textbook will become a staple in the field of brand licensing education, empowering students to become the next generation of brand licensing professionals.'
Andrea Seeger-Doring, Founder and CEO, The Marketing Drill, LLC, Team UP to 10X, LLC, and Digitus Medius Enterprises, Inc.
'Strategic Brand Licensing is a groundbreaking collaboration between two luminaries in the field of branding and licensing, Professor Cristina Longo and Pete Canalichio. As a university executive, I'm impressed by their comprehensive approach to this subject. This book seamlessly bridges academic theory and practical industry insights, making it an invaluable resource for students and professionals alike. Longo's academic rigor combined with Canalichio's real-world experience offers a unique perspective on brand expansion and licensing. Their work not only enriches the academic discourse but also equips future leaders with the knowledge and skills needed to navigate this complex and ever-evolving landscape. A must-read for anyone seeking to master brand licensing.'
Kristina Clement, Associate Dean, Georgia Institute of Technology
'As a university professor in the field of international business, global sourcing in international entrepreneurial management at the international program of the Belgian Thomas More business school, I am thrilled to endorse the groundbreaking textbook 'Strategic Brand Licensing' coauthored by an Italian university marketing professor and an American brand licensing expert. This collaborative effort transcends geographical boundaries, offering a global perspective on the intricacies of brand licensing. The book adeptly fuses European finesse in marketing with American industry expertise, providing a comprehensive and culturally diverse understanding of this strategic discipline. The very clearly developed theoretical chapters, combined with hands-on tools and methods and completed with enlightening international case material, makes this publication a must-read for any professional aiming to navigate the complex landscape of brand licensing successfully as well as for any students in preparation for a professional career in this area at a global level.'
Alexander Deblond, Thomas More University of Applied Sciences
'Continue the Brand Licensing race in a fast read follow-up to Canalichio’s Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands into Global Brands! The wisdom in this volume of Strategic Brand Licensing Building Brand Value Through Enduring Partnerships is a marathon of winning insights and valuable case studies which share the real world results of successful (and not-so-successful) Brand Licensing initiatives. Equally invigorating is the matter-of-fact story telling Longo and Canalichio share in guiding us on the multi-faceted strategic journey to deliver “enduring, profitable and successful” business value via wise licensing partnerships. As a seasoned Financial Executive, I immediately see the correlation between these experts’ guidance and the winning business licensing decisions other executives can make to harness profitable growth in their own brand licensing experience. True to his Naval Aviator experience, Canalichio provides a valuable Check-List approach of do’s and don’ts in the Licensing Deal Making process plus numerous templates for those with a Need for Speed.'
Bill Huber, former Chief Financial Officer, VELUX Group USA, Inc.
'It’s been a privilege to read this comprehensive book about strategic brand licensing and come to fully appreciate this dynamic and exciting field. Longo and Canalichio bring a wealth of experience and provide a compelling roadmap for licensees and licensors, replete with insightful examples, success stories, and first-person interviews of founders and CEOs. It includes how-to guides, a sample term sheet and business plan template, and much more, giving participants the necessary materials to jumpstart licensing programs in any industry.
From the origins of licensing an image of Mickey Mouse by Walt Disney nearly 100 years ago, to the more recent auctioning of digital fine art through NFTs, licensing has become an over $340 billion trade spanning industries like entertainment, sports, art, and consumer products. Strategic Brand Licensing explains what licensing is, how it works and doesn’t – as in Harley Davidson perfume or Evian Water bras – and provides key take-aways, like developing win-win strategies and to avoiding those that ‘slap logos on everything.’
Specifically, the authors explain how to develop licensing programs, determine the license-ability of brands, and how to select a licensee or target a licensor with analytical processes and checklists. From tools that facilitate licensing, like brand licensing software, to discussions of common pitfalls and recommendations to avoid them, Strategic Brand Licensing captures the key components for making successful licensing partnerships, and it keeps the reader captivated through real-life stories of celebrities and influencers like Michael Jordan and Aarin Burch.
Numerous case studies illustrate concepts, such as how Ferrari pivoted to extend its brand into a lifestyle brand when its extension into sedans and sportscars didn’t connect with consumers.
As a lifelong product management professional, Longo and Canalichio have revealed the vast opportunities of licensing and even made me wonder if I might have missed my calling as a brand manager or owner developing win-win licensing relationships. They have succeeded in showing how licensing is used as a growth strategy and how useful it will be for our own business.
Strategic Brand Licensing is a ‘must-read’ for those of you seeking to grow your business and your brand.'
Kevin Cochran, CEO and Founder, Jackie Mays Burger
"I'm bursting with pride and gratitude for being included in this phenomenal book. If only it had been available decades ago when I first began charting my path! It's an invaluable resource that could have profoundly shaped my career path and expanded my knowledge much earlier. The licensing industry is vast, touching every corner of global commerce, yet resources like this were rare before Pete and Cristina crafted this masterpiece. Their book fills a crucial gap by comprehensively and eloquently explaining licensing, its significance, and practical insights. Professionally, it's a milestone for me; for the industry, it's a giant leap toward empowering both existing and future leaders."
Alex Locke, General Counsel, VeeFriends | Founder & CEO, NFIP Holdings
Heather Epkins, PhD, University of Maryland, College Park
'With an easy-to-read style of writing, Strategic Brand Licensing by Cristina Longo and Pete Canalichio is filled with fascinating insights into the history of branding, as well as what to expect throughout each process of the brand licensing journey. As someone who is expanding my business brand, I have found some incredibly useful ideas to percolate on and develop with my team as we scale my business. And you can guarantee that this book will become our bible to brand expansion and licensing!'
Dawn Bates, bestselling author and writing coach.
'In the dynamic world of branding and marketing, brand licensing has emerged as a powerful tool for businesses to expand their reach, enhance brand equity, and generate new revenue streams. Strategic Brand Licensing: Building Brand Value Through Enduring Partnerships by Maria Cristina Longo and Pete Canalichio provides an insightful and up-to-date exploration of the brand licensing landscape, equipping students with the knowledge and skills to navigate this complex and ever-evolving field.
The book masterfully delves into the intricacies of brand licensing, covering a wide spectrum of topics, from the fundamental principles and legal aspects to the strategic considerations and practical applications. Students will gain a deep understanding of the various types of licensing agreements, the different licensing models, and the key considerations for both licensors and licensees.
What sets this textbook apart is its ability to strike a balance between theoretical rigor and practical application. Longo and Canalichio seamlessly integrate real-world examples, case studies, and industry insights throughout the text, allowing students to connect the dots between theoretical concepts and practical implementation. This approach not only enhances the learning experience but also prepares students for successful careers in brand licensing.
Moreover, the book's engaging writing style and clear organization make it an enjoyable read for students of all backgrounds. The authors clearly explain complex concepts using straightforward language and provide ample illustrations to enhance understanding.
This comprehensive textbook is an invaluable resource for students pursuing a career in brand licensing. It provides a thorough grounding in the fundamentals of the field while also offering practical guidance for navigating the complexities of licensing agreements, strategic partnerships, and global licensing opportunities.
Whether you are a student seeking a comprehensive introduction to brand licensing or an experienced professional seeking to refresh your knowledge, this textbook is an essential resource. It provides the tools and insights necessary to understand, strategize, and implement successful brand licensing initiatives.
I highly recommend this textbook for adoption in college courses on brand licensing. The book's comprehensive coverage, engaging writing style, and practical approach make it an ideal resource for students at all levels of academic expertise.
I am confident that this textbook will become a staple in the field of brand licensing education, empowering students to become the next generation of brand licensing professionals.'
Andrea Seeger-Doring, Founder and CEO, The Marketing Drill, LLC, Team UP to 10X, LLC, and Digitus Medius Enterprises, Inc.
'Strategic Brand Licensing is a groundbreaking collaboration between two luminaries in the field of branding and licensing, Professor Cristina Longo and Pete Canalichio. As a university executive, I'm impressed by their comprehensive approach to this subject. This book seamlessly bridges academic theory and practical industry insights, making it an invaluable resource for students and professionals alike. Longo's academic rigor combined with Canalichio's real-world experience offers a unique perspective on brand expansion and licensing. Their work not only enriches the academic discourse but also equips future leaders with the knowledge and skills needed to navigate this complex and ever-evolving landscape. A must-read for anyone seeking to master brand licensing.'
Kristina Clement, Associate Dean, Georgia Institute of Technology
'As a university professor in the field of international business, global sourcing in international entrepreneurial management at the international program of the Belgian Thomas More business school, I am thrilled to endorse the groundbreaking textbook 'Strategic Brand Licensing' coauthored by an Italian university marketing professor and an American brand licensing expert. This collaborative effort transcends geographical boundaries, offering a global perspective on the intricacies of brand licensing. The book adeptly fuses European finesse in marketing with American industry expertise, providing a comprehensive and culturally diverse understanding of this strategic discipline. The very clearly developed theoretical chapters, combined with hands-on tools and methods and completed with enlightening international case material, makes this publication a must-read for any professional aiming to navigate the complex landscape of brand licensing successfully as well as for any students in preparation for a professional career in this area at a global level.'
Alexander Deblond, Thomas More University of Applied Sciences
'Continue the Brand Licensing race in a fast read follow-up to Canalichio’s Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands into Global Brands! The wisdom in this volume of Strategic Brand Licensing Building Brand Value Through Enduring Partnerships is a marathon of winning insights and valuable case studies which share the real world results of successful (and not-so-successful) Brand Licensing initiatives. Equally invigorating is the matter-of-fact story telling Longo and Canalichio share in guiding us on the multi-faceted strategic journey to deliver “enduring, profitable and successful” business value via wise licensing partnerships. As a seasoned Financial Executive, I immediately see the correlation between these experts’ guidance and the winning business licensing decisions other executives can make to harness profitable growth in their own brand licensing experience. True to his Naval Aviator experience, Canalichio provides a valuable Check-List approach of do’s and don’ts in the Licensing Deal Making process plus numerous templates for those with a Need for Speed.'
Bill Huber, former Chief Financial Officer, VELUX Group USA, Inc.
'It’s been a privilege to read this comprehensive book about strategic brand licensing and come to fully appreciate this dynamic and exciting field. Longo and Canalichio bring a wealth of experience and provide a compelling roadmap for licensees and licensors, replete with insightful examples, success stories, and first-person interviews of founders and CEOs. It includes how-to guides, a sample term sheet and business plan template, and much more, giving participants the necessary materials to jumpstart licensing programs in any industry.
From the origins of licensing an image of Mickey Mouse by Walt Disney nearly 100 years ago, to the more recent auctioning of digital fine art through NFTs, licensing has become an over $340 billion trade spanning industries like entertainment, sports, art, and consumer products. Strategic Brand Licensing explains what licensing is, how it works and doesn’t – as in Harley Davidson perfume or Evian Water bras – and provides key take-aways, like developing win-win strategies and to avoiding those that ‘slap logos on everything.’
Specifically, the authors explain how to develop licensing programs, determine the license-ability of brands, and how to select a licensee or target a licensor with analytical processes and checklists. From tools that facilitate licensing, like brand licensing software, to discussions of common pitfalls and recommendations to avoid them, Strategic Brand Licensing captures the key components for making successful licensing partnerships, and it keeps the reader captivated through real-life stories of celebrities and influencers like Michael Jordan and Aarin Burch.
Numerous case studies illustrate concepts, such as how Ferrari pivoted to extend its brand into a lifestyle brand when its extension into sedans and sportscars didn’t connect with consumers.
As a lifelong product management professional, Longo and Canalichio have revealed the vast opportunities of licensing and even made me wonder if I might have missed my calling as a brand manager or owner developing win-win licensing relationships. They have succeeded in showing how licensing is used as a growth strategy and how useful it will be for our own business.
Strategic Brand Licensing is a ‘must-read’ for those of you seeking to grow your business and your brand.'
Kevin Cochran, CEO and Founder, Jackie Mays Burger
"I'm bursting with pride and gratitude for being included in this phenomenal book. If only it had been available decades ago when I first began charting my path! It's an invaluable resource that could have profoundly shaped my career path and expanded my knowledge much earlier. The licensing industry is vast, touching every corner of global commerce, yet resources like this were rare before Pete and Cristina crafted this masterpiece. Their book fills a crucial gap by comprehensively and eloquently explaining licensing, its significance, and practical insights. Professionally, it's a milestone for me; for the industry, it's a giant leap toward empowering both existing and future leaders."
Alex Locke, General Counsel, VeeFriends | Founder & CEO, NFIP Holdings
Descriere
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.