Book
Strategic Brand Licensing : Building Brand Value through Enduring Partnerships
ISBN : 9781032428482
Author : Maria Cristina Longo
Publisher : Routledge
Year : 2024
Language : English
Type : Book
Description : 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.
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