Secrets of Success in Brand Licensing - Levy, Andrew (Andrews UK, 2011)
Cover; Contents; Front Matter; Title Page; Publisher Information; Foreword; Preface; About the Authors; Acknowledgements; Part 1: Marketing; Introduction To Marketing; The Marketing Mix; Market Segmentation; Brands and Brand Extension; Brand Licensing; Part 2: The Key Players; The Licensor; The Licensing Agent; The Licensee; Retail; Part 3: Successful Licensing Programmes; Design; Smiley; Hello Kitty; Entertainment; Peppa Pig; Moshi Monsters; Celebrity; Paris Hilton; An IMG Licensing Case Study: Pelé Sports; Sport; Arsenal Football Club; Extreme Hotels; Toys; Publishing; Walker Books
Thomas and FriendsWhere's Wally?; The Beano; Institution / Charity; Royal Navy; RSPCA; Part 4: Marketing Tools; Consumer Insight (Market Research); PR (Public Relations); Sponsorship; Sales Promotions; Advertising and Social Media; Social Media; Trade Shows & Sources of Information; Trade Shows; Trade Press; Trade Associations; CIM; Part 5: Financial and Legal Tools; Brand Valuation; Royalties; IP / Legal; Anti-Counterfeit; End Matter; Glossary; Bibliography; Also Available
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 bee ..