This chapter examines the key issue of how to create value through brand licensing strategy. It is focused on the valuable brand components needed for crafting a licensing program and on the metrics to use for evaluating the brand growth and its abilities to expand.

Designing an Enduring-Based Licensing Program

Longo Maria Cristina
Primo
;
2023-01-01

Abstract

This chapter examines the key issue of how to create value through brand licensing strategy. It is focused on the valuable brand components needed for crafting a licensing program and on the metrics to use for evaluating the brand growth and its abilities to expand.
2023
9781032428482
Brand Positioning
Brand Architecture
Points of Pair and Points of Difference
Brand extension and brand expansion
Brand license-ability
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.11769/584505
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