Darren Olivier
Field Fisher Waterhouse
Justin Barnes
International Brand Management Limited
Brands have become key drivers of corporate value and brand licensing is becoming an increasingly important part of overall brand strategy. Not only can brand licensing have a major impact on bottom line profits but it has the capability of taking your brand to places never considered before elevating exposure and ultimately increasing brand value. However the rewards are not without risk and the fight for consumer attention is only getting more difficult in an age where choice and accessibility are ever increasing. Brand licensing therefore needs to be effective.
Read the Full Article:
Full articles are available only to LESI Members. Please login to view the PDF of this Les Nouvelles Article.
Not an LESI member? Find out how to join your regional LES society and gain access to all that your LES society and LESI has to offer.