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"This text provides a roadmap for brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand both 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. Brand licensing can be of interest to many stakeholders, including large companies, entrepreneurs, retailers, agencies and even celebrities. This is ...

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    eBook icon EPUB eBook Strategic Brand Licensing

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    • Title: Strategic Brand Licensing by Maria Cristina Longo; Pete Canalichio
    • Publisher: Taylor & Francis
    • Print ISBN: 9781032428499, 103242849X
    • eText ISBN: 9781040022733
    • Edition: 2024 1st edition
    • Format: EPUB eBook
    $27.50
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