les Nouvelles - September 2006

Creative Use of Brand Equity

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.

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