TITLE

Brands, and licenses of longevity

AUTHOR(S)
Siegel, Seth M.
PUB. DATE
September 1995
SOURCE
Brandweek;9/11/95, Vol. 36 Issue 34, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
Opinion. Comments on the illogicality behind product licensing agreements. Adoption of brand name product's credo of longevity; Licensor's negotiation of two-year initial term; Control of product innovation and advertising budget.
ACCESSION #
9509295509

 

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