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flevyblog
The Flevy Blog covers Business Strategies, Business Theories, & Business Stories.
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Are you currently a licensee (manufacturer) or licensor (brand owner) or contemplating entering alicensing arrangement? If so, you may have been weighing the business impact and exposure inherent in the definitions, requirements and terms stipulated in the licensing contract. If… Business Pitfalls to Avoid before Signing a Licensing Agreement
Jack Trout in his blog published on BrandingStrategyInsider.com “Licensing: Trouble for Brands” dated February 25, 2008 makes a compelling argument for why not to consider licensing as a method of brand extension. Furthermore, he backs it up… Don’t Blame Brand Licensing
Few companies use brand licensing to extend their brands into new categories. Those that do, including Coleman, Newell Rubbermaid, and P&G, have successfully delivered millions of products a year into the marketplace by leveraging the competencies, resources and… How Do You Use Brand Licensing to Extend Your Brand?
Before I discuss the five strategies to improve your brand, perhaps I should address what it means to improve a brand and why you would want to. To improve a brand means to increase its value. The value… Five Strategies to Improve Your Brand