Strategic brand licensing: building brand value through enduring partnerships
Auteur :
Longo, Maria Cristina / Canalichio, Pete
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032428482
Date de publication :
30 avr. 2024
Dimensions :
24,6 x 17,4 cm
Poids :
320 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This text provides a roadmap to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand 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.