The Power of Licensing: Harnessing Brand Equity
Select a format
Select subscription type
Terms & conditions
Subscribers receive the product(s) listed on the Order Form and any Updates made available during the annual subscription period. Shipping and handling fees are not included in the annual price.
Subscribers are advised of the number of Updates that were made to the particular publication the prior year. The number of Updates may vary due to developments in the law and other publishing issues, but subscribers may use this as a rough estimate of future shipments. Subscribers may call Customer Support at 800-833-9844 for additional information.
Subscribers may cancel this subscription by: calling Customer Support at 800-833-9844; emailing firstname.lastname@example.org; or returning the invoice marked "CANCEL".
If subscribers cancel within 30 days after the product is ordered or received and return the product at their expense, then they will receive a full credit of the price for the annual subscription.
If subscribers cancel between 31 and 60 days after the invoice date and return the product at their expense, then they will receive a 5/6th credit of the price for the annual subscription. No credit will be given for cancellations more than 60 days after the invoice date. To receive any credit, subscriber must return all product(s) shipped during the year at their expense within the applicable cancellation period listed above.
As CEO of Beanstalk, a leading, New York City-based global brand licensing agency and part of the Omnicom Group (NYSE: OMC), author Michael Stone has worked with companies as diverse as HGTV, the Ford Motor Company, the Coca-Cola Company and AT&T to create highly ambitious and successful strategic licensing and brand extension programs for Beanstalk’s clients. At an increasing pace over the past decade, all types of organizations with strong brands have been clamoring for information and expertise about how to make a licensing-branding strategy work that is aligned with and supports their corporate goals and objectives. These companies recognize that their brands represent a hugely underutilized resource; that unprecedented opportunities exist to capitalize on the equity they have built in their brands over decades or longer. The Power of Licensing helps organizations and marketing professionals understand how to evaluate and maximize these opportunities with their famous brands.
This is not a book about licensing a brand for t-shirts or hats. And it is not a legal primer on how to license. The Power of Licensing: Harnessing Brand Equity takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well.
eBooks, CDs, downloadable content, and software purchases are noncancelable, nonrefundable and nonreturnable. Click here for more information about LexisNexis eBooks. The eBook versions of this title may feature links to Lexis+® for further legal research options. A valid subscription to Lexis+® is required to access this content.