Breakthrough Licensing: A Disciplined Path to Profitable Brand Extensions PDF Download

Author: Pete Canalichio
Publisher: Brand Alive
ISBN:
Category : Business & Economics
Languages : en
Pages : 153

View

Book Description
Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to prospect licensees, perform due diligence, negotiate contracts, and more.

Author: Pete Canalichio
Publisher: Brand Alive
ISBN:
Category : Business & Economics
Languages : en
Pages : 165

View

Book Description
Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to perform due diligence, negotiate contracts, and more.

Author: Pete Canalichio
Publisher: Brand Alive
ISBN:
Category : Business & Economics
Languages : en
Pages : 87

View

Book Description
Fill-in-the-blank templates modeled after Coca-Cola and Newell-Rubbermaid’s standard licensing contracts. Includes guide with call-outs explaining the meaning and benefits of each contract clause. Also included are these four related templates that will save you money and time: 1. Nondisclosure Agreement Template: A 3-page fill-in-the-blank NDA that legally protects your intellectual property. 2. Letter of Intent Template: A 3-page memo to send the licensee. 3. Deal Terms Memo Template: 4-page memo to send the licensee. 4. Licensing Deal Memo Template: What you send to senior management for approval of the deal you want to make.

Author: Maria Cristina Longo
Publisher: Taylor & Francis
ISBN: 1040022731
Category : Business & Economics
Languages : en
Pages : 184

View

Book Description
This book presents a roadmap for a 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 the digital platform, and how to extend a product portfolio through established brands. Brand licensing can be of interest to many stakeholders, including large companies, entrepreneurs, retailers, agencies and even celebrities. This is also a relevant strategy for small and medium-sized enterprises that want to expand their business abroad, reconciling their limited size with their flexibility. Examples of long-standing partnerships are presented and analyzed, with detailed consideration of what has made them so successful. 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.

Author: Pete Canalichio
Publisher: Brand Alive
ISBN:
Category : Business & Economics
Languages : en
Pages : 18

View

Book Description
Know in advance what brands will ask you, copy/paste answers into brand-specific forms, get an unfair advantage over competitors, level up your professionalism, and familiarize yourself with how brands think.

Author: Pete Canalichio
Publisher: Brand Alive
ISBN:
Category : Business & Economics
Languages : en
Pages : 75

View

Book Description
Use a proven scoring system to decide if your brand is ready to stretch, avoid catastrophic failures, know how to get your brand ready to expand and extend if it scores badly and build on your brand’s strengths if it scores well.

Author: Pete Canalichio
Publisher: Brand Alive
ISBN:
Category : Business & Economics
Languages : en
Pages : 58

View

Book Description
With 35 case studies all in one place you’ll save hours of searching on Google. With analysis by brand licensing expert Pete Canalichio, you’ll get a better understanding of licensing strategies and the way brands in other industries have succeeded.

Author: Pete Canalichio
Publisher: Brand Alive
ISBN:
Category : Business & Economics
Languages : en
Pages : 47

View

Book Description
Learn proven negotiation strategies, get industry Deal Term Ranges, extract more concessions from licensees, read sample negotiation dialogues and learn how to get past NO in a negotiation.

Author: David A. Aaker
Publisher: John Wiley & Sons
ISBN: 0470613580
Category : Business & Economics
Languages : en
Pages : 400

View

Book Description
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337

View

Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.