Strategic brand licensing : building brand value through enduring partnerships

Maria Cristina Longo and Pete Canalichio

Introducing the brand licensing world -- The world of licensing -- Charting the path for enduring brand licensing programs -- Designing an enduring-based licensing program -- Running a brand licensing program -- Brand licensing tips to avoid pitfalls -- Remarks: the future of licensing.

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Year of publication:	2024
Authors:	Longo, Maria Cristina ; Canalichio, Pete
Publisher:	London : Routledge
Subject:	Markenführung \| Brand management \| Markenwert \| Brand equity \| Lizenz \| Licence \| Strategisches Management \| Strategic management

Extent:	1 online resource
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-1-003-36456-6 ; 1-003-36456-X ; 978-1-040-02269-6 ; 1-040-02269-3 ; 978-1-040-02273-3 ; 1-040-02273-1 ; 978-1-032-42849-9 ; 978-1-032-42848-2
Other identifiers:	10.4324/9781003364566 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10015068681