beyond the basics

Davis, Nicole
June 2013
License! Global;Jun2013, Vol. 16 Issue 3, p140
Trade Publication
The article highlights the strategy of Disney/ABC Television Group's franchise management team to create innovative brand extensions of television shows that build consumer engagement off-screen. Disney/ABC Television Group Senior Vice President for Franchise Management Adam Sanderson explains the importance of understanding affinity drivers. ABC has created licensed products for the shows "Dancing With the Stars," "Revenge," "Scandal," "Nashville," "Castle," "Wipeout" and "Shark Tank."


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