TITLE

License to Brand

AUTHOR(S)
Sloan, Carole
PUB. DATE
May 2005
SOURCE
Home Textiles Today;5/30/2005, Vol. 26 Issue 37, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the name brand licensing in the home furnishings business, particularly in home textiles. Many have not a clue about the products they want to design. Even worse, few have any design background--even from a basic color or drawing perspective. And as the home furnishings world, and especially home textiles, barrels into this arena using licensing as a means of differentiation, the scenario is becoming almost bizarre. One of the key issues, beyond design credibility, is the marketing of the brand.
ACCESSION #
17198002

 

Related Articles

  • Williams-Sonoma Falters, But Brands Stay Strong. Corral, Cecile B. // Home Textiles Today;11/29/2004, Vol. 26 Issue 13, p16 

    Reports on the sales performance of Williams-Sonoma's signature brands during the third quarter in San Francisco, California. Decline in actual sales for brand name outdoor goods, tabletop and cookware for the period; Improvement in its catalog presentation to highlight key items of the company;...

  • What's in a Name (Brand)? Sloan, Carole // Home Textiles Today;6/25/2007, Vol. 28 Issue 16, p22 

    The article comments on the importance of execution to the success of corporate brand name effort by home textile retailers in the U.S. According to the author, the stakes are high for each of the retailer in terms of needed results to be failure at any level, in terms of execution on the sales...

  • Identity Theft. Sloan, Carole // Home Textiles Today;10/3/2005, Vol. 27 Issue 4, p18 

    Points out that while there is an epidemic in the home textiles industry of what some refer to as brands, in many cases, they are merely labels, names or once-upon-a-time brands. Drawbacks of this phenomenon; Observation that the latest round of introductions will be mere window dressing unless...

  • Those Were The Days. Bedggood, Keith // Australian Giftguide;Jul-Sep2014, p61 

    The article reports on the conditions of the homewares industry in Australia between 1975 and 1985 including sales opportunities, brand name products, and marketing expansion.

  • BRAND EXPANSION THROUGH LICENSING.  // Cabinet Maker;12/5/2008, Issue 5617, p28 

    The article presents information and suggestions related to the licensing of intellectual property (IP). It is stated that licensing of IP can be an effective way to satisfy a range of corporate goals, from entering new markets to repositioning the brand to reach new markets. It is also...

  • Verb: That's What's Happening As Mervyn's Rocks the 'House. Ebenkamp, Becky; Stanley, T. L. // Brandweek;6/2/2003, Vol. 44 Issue 22, p16 

    Presents an update on various promotional strategies in the U.S. as of June 2, 2003. Details of the back-to-school promotion launched by Mervyn's stores for the brand Schoolhouse Rock; Update on a licensing deal signed by the musical group Otters; Aim of a promotional effort that was launched...

  • A Primer on Licensing --Yes, Both Kinds. Reily, Stephen // Brandweek;6/11/2007, Vol. 48 Issue 24, p16 

    The article provides an overview of licensing terminology and distinctions in the U.S. advertising and marketing industry. Anticipation for the yearly licensing industry meeting in New York City in June 2007 is mentioned. The differences between the two examples of brand extension and brand...

  • License to Shill. Granatstein, Lisa // MediaWeek;6/21/2004, Vol. 14 Issue 25, p26 

    Reports on the branding trend in the licensing business of U.S. periodicals as of June 2004. Increase in the royalty revenues generated by publishing from 1999-2003; Comment of Mark Edmiston, managing partner of AdMedia Partners; Benefits of event marketing for media buyers.

  • 'Corporate brands' put licensing in spotlight. Petrecca, Laura; Snyder, Beth // Advertising Age;6/14/1999, Vol. 70 Issue 25, preceding p1 

    This article reports on the growth in corporate brand licensing deals in the U.S. as of June 1999. This reality is not lost on advertising agencies that consider themselves stewards of corporate brands. Leo Burnett Co., Young & Rubicam and McCann-Erickson Worldwide are all said to have explored...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics