Secrets of Success in Brand Licensing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Luton
Andrews UK
2011
|
| Subjects: | |
| Online Access: | Volltext |
| Item Description: | 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 .. |
| Physical Description: | 1 Online-Ressource (213 pages) |
| ISBN: | 9781908218964 1908218967 |
Staff View
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| 500 | |a 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 | ||
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| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:14:00Z |
| institution | BVB |
| isbn | 9781908218964 1908218967 |
| language | English |
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| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | Andrews UK |
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| spelling | Levy, Andrew Verfasser aut Secrets of Success in Brand Licensing Luton Andrews UK 2011 1 Online-Ressource (213 pages) txt rdacontent c rdamedia cr rdacarrier 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 .. Brand name products / Management Brand name products / Valuation / Management Intangible property / Valuation / Management Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Wirtschaft Branding (Marketing) http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=409838 Aggregator Volltext |
| spellingShingle | Levy, Andrew Secrets of Success in Brand Licensing Brand name products / Management Brand name products / Valuation / Management Intangible property / Valuation / Management Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Wirtschaft Branding (Marketing) |
| title | Secrets of Success in Brand Licensing |
| title_auth | Secrets of Success in Brand Licensing |
| title_exact_search | Secrets of Success in Brand Licensing |
| title_full | Secrets of Success in Brand Licensing |
| title_fullStr | Secrets of Success in Brand Licensing |
| title_full_unstemmed | Secrets of Success in Brand Licensing |
| title_short | Secrets of Success in Brand Licensing |
| title_sort | secrets of success in brand licensing |
| topic | Brand name products / Management Brand name products / Valuation / Management Intangible property / Valuation / Management Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Wirtschaft Branding (Marketing) |
| topic_facet | Brand name products / Management Brand name products / Valuation / Management Intangible property / Valuation / Management Business BUSINESS & ECONOMICS / Advertising & Promotion Branding (Marketing) Wirtschaft |
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