Brand equity: The building blocks of licensing

Wilensky, Dawn
June 1996
Discount Store News;6/17/96, Vol. 35 Issue 12, p33
Trade Publication
Focuses on the development of a strong licensed program for retail companies in the United States. Brand equity as a lucrative undertaking; Requirements of a strong brand presence; Support from theatrical release, home video, television or toy tie-ins; Planning for a licensed program.


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