How to licence brands

McGrath, Diane
February 2006
Brand Strategy;Feb2006, Issue 199, p30
Trade Publication
The article offers step-by-step instructions on how to license brands. First, it is important that the product has a unique personality otherwise, it will simply get lost in retail environment. Second, the top management must see licensing as valuable brand-extension tool. Third, it is important to have a partner with the right competencies, retail opportunities and shared values.


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