The Power of Licensing :: Harnessing Brand Equity.
The Power of Licensing: Harnessing Brand Equity takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well.
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Lanham :
American Bar Association,
2018.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | The Power of Licensing: Harnessing Brand Equity takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well. |
| Beschreibung: | CHAPTER 9 Dead or Alive? Bringing Brands Back to Life. |
| Beschreibung: | 1 online resource (248 pages) |
| ISBN: | 1641051655 9781641051651 |
Internformat
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| 100 | 1 | |a Stone, Michael. | |
| 245 | 1 | 4 | |a The Power of Licensing : |b Harnessing Brand Equity. |
| 260 | |a Lanham : |b American Bar Association, |c 2018. | ||
| 300 | |a 1 online resource (248 pages) | ||
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| 505 | 0 | |a Intro; Title Page; Copyright; Dedication; Contents; Introduction; CHAPTER 1 Why Now? The Rise of Licensing; Are Brands Dying?; Licensing as Content Marketing?; The Stanley Brand; CHAPTER 2 The Evolution of Brand Licensing; The Early Years; Palmer Cox and the Brownies; Honus Wagner; Teddy Roosevelt; Licensing Through the Decades; The Coca-Cola Company and Licensing; History; Merchandising and Licensing Through the Decades; CHAPTER 3 The Benefits: The Advantages of Harnessing Brand Equity Through Licensing. | |
| 505 | 8 | |a Enter or Maintain a Presence in Businesses That Have Strategic Value but Fall Outside of the Company's Core Businesses or Financial ThresholdsBaileys; Building Brand Awareness and Reinforcing Brand Values; Febreze; Reaching New Consumers and Educating Them About the Brand; Energizer; Strengthening the Relationship with Existing Customers and Increasing Consumer Touchpoints; Weight Watchers; Extending into New Channels of Distribution; Briggs & Stratton; Generating New Revenue Streams with Minimal Upfront Investment; Westinghouse; Protect the Brand via Broad Trademark Registrations. | |
| 505 | 8 | |a The Coca-Cola CompanyHarley-Davidson Motor Company; CHAPTER 4 A Strategy, Not a Tactic 75; Cracker Barrel Old Country Store; HGTV; Licensing Goals and Objectives; Description of Brand Equities; Licensing Position Statement; Target Consumers; Product Categories and Competitive Landscape; Market Dynamics and Trends; Distribution Channel Strategy; Financial Forecasting; CHAPTER 5 Managing and Supporting a Licensing Program; Preliminary Information Goes a Long Way; Adopt Best Management Practices Post-Signing; Introductory Information; Business Plans; Brand Immersion; Product Development. | |
| 505 | 8 | |a Licensor SupportBusiness Reporting; Managing Retailers; CHAPTER 6 Understanding and Mitigating the Risks; Identifying Risk Types; Licensed Product Failure; Cannibalizing Sales of the Core Product; Consumer Complaints; Contractual Risks; Nonperformance; Retailers Have the Power; Counterfeits and Infringements; Promises by the Brand Owner: Don't Make Them If You Can't Keep Them; Reputational Damage; L.L. Bean; The Licensing Opportunity; CHAPTER 7 To Be or Not to Be at a Single Exclusive Retailer; A Brief History of the Single Retailer Strategy; Two Exclusive Options. | |
| 505 | 8 | |a Benefits of a Retail ExclusiveThe Food Network; Better Homes & Gardens; The Coca-Cola Company; InStyle Magazine; HGTV; The Risks: Be Aware of the Exclusive Pitfalls; The Checklist: Ten Elements of Successful Retail Exclusive Partnerships; CHAPTER 8 Celebrity Licensing; What Makes a Celebrity a Brand?; Kathy Ireland; What's in a Name?; Tell a Story; Drew Barrymore; Assessing Celebrity and Retailer Motivation: Why They Do It?; Let's Start with Celebrity Motivation; The marykateandashly Program; Right; Wrong; YouTubers, Bloggers, Vloggers, and Influencers. | |
| 500 | |a CHAPTER 9 Dead or Alive? Bringing Brands Back to Life. | ||
| 520 | |a The Power of Licensing: Harnessing Brand Equity takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well. | ||
| 650 | 0 | |a License agreements |z United States. | |
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| 650 | 6 | |a Accords sur les licences |z États-Unis. | |
| 650 | 6 | |a Stratégie de marque |z États-Unis. | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a License agreements |2 fast | |
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| contents | Intro; Title Page; Copyright; Dedication; Contents; Introduction; CHAPTER 1 Why Now? The Rise of Licensing; Are Brands Dying?; Licensing as Content Marketing?; The Stanley Brand; CHAPTER 2 The Evolution of Brand Licensing; The Early Years; Palmer Cox and the Brownies; Honus Wagner; Teddy Roosevelt; Licensing Through the Decades; The Coca-Cola Company and Licensing; History; Merchandising and Licensing Through the Decades; CHAPTER 3 The Benefits: The Advantages of Harnessing Brand Equity Through Licensing. Enter or Maintain a Presence in Businesses That Have Strategic Value but Fall Outside of the Company's Core Businesses or Financial ThresholdsBaileys; Building Brand Awareness and Reinforcing Brand Values; Febreze; Reaching New Consumers and Educating Them About the Brand; Energizer; Strengthening the Relationship with Existing Customers and Increasing Consumer Touchpoints; Weight Watchers; Extending into New Channels of Distribution; Briggs & Stratton; Generating New Revenue Streams with Minimal Upfront Investment; Westinghouse; Protect the Brand via Broad Trademark Registrations. The Coca-Cola CompanyHarley-Davidson Motor Company; CHAPTER 4 A Strategy, Not a Tactic 75; Cracker Barrel Old Country Store; HGTV; Licensing Goals and Objectives; Description of Brand Equities; Licensing Position Statement; Target Consumers; Product Categories and Competitive Landscape; Market Dynamics and Trends; Distribution Channel Strategy; Financial Forecasting; CHAPTER 5 Managing and Supporting a Licensing Program; Preliminary Information Goes a Long Way; Adopt Best Management Practices Post-Signing; Introductory Information; Business Plans; Brand Immersion; Product Development. Licensor SupportBusiness Reporting; Managing Retailers; CHAPTER 6 Understanding and Mitigating the Risks; Identifying Risk Types; Licensed Product Failure; Cannibalizing Sales of the Core Product; Consumer Complaints; Contractual Risks; Nonperformance; Retailers Have the Power; Counterfeits and Infringements; Promises by the Brand Owner: Don't Make Them If You Can't Keep Them; Reputational Damage; L.L. Bean; The Licensing Opportunity; CHAPTER 7 To Be or Not to Be at a Single Exclusive Retailer; A Brief History of the Single Retailer Strategy; Two Exclusive Options. Benefits of a Retail ExclusiveThe Food Network; Better Homes & Gardens; The Coca-Cola Company; InStyle Magazine; HGTV; The Risks: Be Aware of the Exclusive Pitfalls; The Checklist: Ten Elements of Successful Retail Exclusive Partnerships; CHAPTER 8 Celebrity Licensing; What Makes a Celebrity a Brand?; Kathy Ireland; What's in a Name?; Tell a Story; Drew Barrymore; Assessing Celebrity and Retailer Motivation: Why They Do It?; Let's Start with Celebrity Motivation; The marykateandashly Program; Right; Wrong; YouTubers, Bloggers, Vloggers, and Influencers. |
| ctrlnum | (OCoLC)1056068414 |
| dewey-full | 381.10973 |
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| dewey-ones | 381 - Commerce (Trade) |
| dewey-raw | 381.10973 |
| dewey-search | 381.10973 |
| dewey-sort | 3381.10973 |
| dewey-tens | 380 - Commerce, communications, transportation |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| spelling | Stone, Michael. The Power of Licensing : Harnessing Brand Equity. Lanham : American Bar Association, 2018. 1 online resource (248 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Print version record. Intro; Title Page; Copyright; Dedication; Contents; Introduction; CHAPTER 1 Why Now? The Rise of Licensing; Are Brands Dying?; Licensing as Content Marketing?; The Stanley Brand; CHAPTER 2 The Evolution of Brand Licensing; The Early Years; Palmer Cox and the Brownies; Honus Wagner; Teddy Roosevelt; Licensing Through the Decades; The Coca-Cola Company and Licensing; History; Merchandising and Licensing Through the Decades; CHAPTER 3 The Benefits: The Advantages of Harnessing Brand Equity Through Licensing. Enter or Maintain a Presence in Businesses That Have Strategic Value but Fall Outside of the Company's Core Businesses or Financial ThresholdsBaileys; Building Brand Awareness and Reinforcing Brand Values; Febreze; Reaching New Consumers and Educating Them About the Brand; Energizer; Strengthening the Relationship with Existing Customers and Increasing Consumer Touchpoints; Weight Watchers; Extending into New Channels of Distribution; Briggs & Stratton; Generating New Revenue Streams with Minimal Upfront Investment; Westinghouse; Protect the Brand via Broad Trademark Registrations. The Coca-Cola CompanyHarley-Davidson Motor Company; CHAPTER 4 A Strategy, Not a Tactic 75; Cracker Barrel Old Country Store; HGTV; Licensing Goals and Objectives; Description of Brand Equities; Licensing Position Statement; Target Consumers; Product Categories and Competitive Landscape; Market Dynamics and Trends; Distribution Channel Strategy; Financial Forecasting; CHAPTER 5 Managing and Supporting a Licensing Program; Preliminary Information Goes a Long Way; Adopt Best Management Practices Post-Signing; Introductory Information; Business Plans; Brand Immersion; Product Development. Licensor SupportBusiness Reporting; Managing Retailers; CHAPTER 6 Understanding and Mitigating the Risks; Identifying Risk Types; Licensed Product Failure; Cannibalizing Sales of the Core Product; Consumer Complaints; Contractual Risks; Nonperformance; Retailers Have the Power; Counterfeits and Infringements; Promises by the Brand Owner: Don't Make Them If You Can't Keep Them; Reputational Damage; L.L. Bean; The Licensing Opportunity; CHAPTER 7 To Be or Not to Be at a Single Exclusive Retailer; A Brief History of the Single Retailer Strategy; Two Exclusive Options. Benefits of a Retail ExclusiveThe Food Network; Better Homes & Gardens; The Coca-Cola Company; InStyle Magazine; HGTV; The Risks: Be Aware of the Exclusive Pitfalls; The Checklist: Ten Elements of Successful Retail Exclusive Partnerships; CHAPTER 8 Celebrity Licensing; What Makes a Celebrity a Brand?; Kathy Ireland; What's in a Name?; Tell a Story; Drew Barrymore; Assessing Celebrity and Retailer Motivation: Why They Do It?; Let's Start with Celebrity Motivation; The marykateandashly Program; Right; Wrong; YouTubers, Bloggers, Vloggers, and Influencers. CHAPTER 9 Dead or Alive? Bringing Brands Back to Life. The Power of Licensing: Harnessing Brand Equity takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well. License agreements United States. Branding (Marketing) United States. Accords sur les licences États-Unis. Stratégie de marque États-Unis. Branding (Marketing) fast License agreements fast United States fast https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq has work: The power of licensing (Text) https://id.oclc.org/worldcat/entity/E39PCGfrGBRQXHKjQgYGM8B8hb https://id.oclc.org/worldcat/ontology/hasWork Print version: Stone, Michael. Power of Licensing : Harnessing Brand Equity. Lanham : American Bar Association, ©2018 9781641051644 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1907437 Volltext |
| spellingShingle | Stone, Michael The Power of Licensing : Harnessing Brand Equity. Intro; Title Page; Copyright; Dedication; Contents; Introduction; CHAPTER 1 Why Now? The Rise of Licensing; Are Brands Dying?; Licensing as Content Marketing?; The Stanley Brand; CHAPTER 2 The Evolution of Brand Licensing; The Early Years; Palmer Cox and the Brownies; Honus Wagner; Teddy Roosevelt; Licensing Through the Decades; The Coca-Cola Company and Licensing; History; Merchandising and Licensing Through the Decades; CHAPTER 3 The Benefits: The Advantages of Harnessing Brand Equity Through Licensing. Enter or Maintain a Presence in Businesses That Have Strategic Value but Fall Outside of the Company's Core Businesses or Financial ThresholdsBaileys; Building Brand Awareness and Reinforcing Brand Values; Febreze; Reaching New Consumers and Educating Them About the Brand; Energizer; Strengthening the Relationship with Existing Customers and Increasing Consumer Touchpoints; Weight Watchers; Extending into New Channels of Distribution; Briggs & Stratton; Generating New Revenue Streams with Minimal Upfront Investment; Westinghouse; Protect the Brand via Broad Trademark Registrations. The Coca-Cola CompanyHarley-Davidson Motor Company; CHAPTER 4 A Strategy, Not a Tactic 75; Cracker Barrel Old Country Store; HGTV; Licensing Goals and Objectives; Description of Brand Equities; Licensing Position Statement; Target Consumers; Product Categories and Competitive Landscape; Market Dynamics and Trends; Distribution Channel Strategy; Financial Forecasting; CHAPTER 5 Managing and Supporting a Licensing Program; Preliminary Information Goes a Long Way; Adopt Best Management Practices Post-Signing; Introductory Information; Business Plans; Brand Immersion; Product Development. Licensor SupportBusiness Reporting; Managing Retailers; CHAPTER 6 Understanding and Mitigating the Risks; Identifying Risk Types; Licensed Product Failure; Cannibalizing Sales of the Core Product; Consumer Complaints; Contractual Risks; Nonperformance; Retailers Have the Power; Counterfeits and Infringements; Promises by the Brand Owner: Don't Make Them If You Can't Keep Them; Reputational Damage; L.L. Bean; The Licensing Opportunity; CHAPTER 7 To Be or Not to Be at a Single Exclusive Retailer; A Brief History of the Single Retailer Strategy; Two Exclusive Options. Benefits of a Retail ExclusiveThe Food Network; Better Homes & Gardens; The Coca-Cola Company; InStyle Magazine; HGTV; The Risks: Be Aware of the Exclusive Pitfalls; The Checklist: Ten Elements of Successful Retail Exclusive Partnerships; CHAPTER 8 Celebrity Licensing; What Makes a Celebrity a Brand?; Kathy Ireland; What's in a Name?; Tell a Story; Drew Barrymore; Assessing Celebrity and Retailer Motivation: Why They Do It?; Let's Start with Celebrity Motivation; The marykateandashly Program; Right; Wrong; YouTubers, Bloggers, Vloggers, and Influencers. License agreements United States. Branding (Marketing) United States. Accords sur les licences États-Unis. Stratégie de marque États-Unis. Branding (Marketing) fast License agreements fast |
| title | The Power of Licensing : Harnessing Brand Equity. |
| title_auth | The Power of Licensing : Harnessing Brand Equity. |
| title_exact_search | The Power of Licensing : Harnessing Brand Equity. |
| title_full | The Power of Licensing : Harnessing Brand Equity. |
| title_fullStr | The Power of Licensing : Harnessing Brand Equity. |
| title_full_unstemmed | The Power of Licensing : Harnessing Brand Equity. |
| title_short | The Power of Licensing : |
| title_sort | power of licensing harnessing brand equity |
| title_sub | Harnessing Brand Equity. |
| topic | License agreements United States. Branding (Marketing) United States. Accords sur les licences États-Unis. Stratégie de marque États-Unis. Branding (Marketing) fast License agreements fast |
| topic_facet | License agreements United States. Branding (Marketing) United States. Accords sur les licences États-Unis. Stratégie de marque États-Unis. Branding (Marketing) License agreements United States |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1907437 |
| work_keys_str_mv | AT stonemichael thepoweroflicensingharnessingbrandequity AT stonemichael poweroflicensingharnessingbrandequity |