Strategic Brand Licensing

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Strategic Brand Licensing: Building Brand Value Through Enduring Partnerships

by Maria Cristina Longo and Pete Canalichio

Critics’ Reviews

“I’m bursting with pride and gratitude for being included in this phenomenal book. If only it had been available decades ago when I first began charting my path! It’s an invaluable resource that could have profoundly shaped my career path and expanded my knowledge much earlier. The licensing industry is vast, touching every corner of global commerce, yet resources like this were rare before Pete Canalichio and Cristina Longo crafted this masterpiece. Their book fills a crucial gap by comprehensively and eloquently explaining licensing, its significance, and practical insights. Professionally, it’s a milestone for me; for the industry, it’s a giant leap toward empowering both existing and future leaders.”

— Alex Locke, Founder & CEO, NFIP Holdings, LLC d/b/a Bored of Directors

“As a university media and public relations instructor with a Ph.D. in communication, I am deeply immersed in the ever-evolving world of branding and greatly admire new perspectives that inform how theories apply in daily practice. It is with this lens that I wholeheartedly endorse the groundbreaking textbook ‘Strategic Brand Licensing.’ Co-authored by Professor M. Cristina Longo and Pete Canalichio, a renowned expert in brand licensing, this book offers a profound understanding of the symbiotic relationship between branding and licensing. It seamlessly merges cutting-edge marketing theories with practical insights from brand licensing, making it an indispensable resource for students and professionals alike. The authors’ combined expertise ensures readers gain a holistic perspective on leveraging brands effectively. This textbook is a must-read, unlocking the full potential of strategic brand licensing.”

— Heather Epkins, Ph.D., University of Maryland, College Park

“With an easy-to-read style of writing, Strategic Brand Licensing by Cristina Longo and Pete Canalichio is filled with fascinating insights into the history of branding, as well as what to expect throughout each process of the brand licensing journey. As someone who is expanding my business brand, I have found some incredibly useful ideas to percolate on and develop with my team as we scale my business. And you can guarantee that this book will become our bible to brand expansion and licensing!“

— Dawn Bates, Bestselling Author & Writing Coach

“In the dynamic world of branding and marketing, brand licensing has emerged as a powerful tool for businesses to expand their reach, enhance brand equity, and generate new revenue streams. Strategic Brand Licensing: Building Brand Value Through Enduring Partnerships by Maria Cristina Longo and Pete Canalichio provides an insightful and up-to-date exploration of the brand licensing landscape, equipping students with the knowledge and skills to navigate this complex and ever-evolving field.

The book masterfully delves into the intricacies of brand licensing, covering a wide spectrum of topics, from the fundamental principles and legal aspects to the strategic considerations and practical applications. Students will gain a deep understanding of the various types of licensing agreements, the different licensing models, and the key considerations for both licensors and licensees.“

— Andrea Seeger-Doring, Founder and CEO, The Marketing Drill, LLC, Team UP to 10X, LLC, and Digitus Medius Enterprises, Inc.

“Strategic Brand Licensing is a groundbreaking collaboration between two luminaries in the field of branding and licensing, Professor Cristina Longo and Pete Canalichio. As a university executive, I’m impressed by their comprehensive approach to this subject. This book seamlessly bridges academic theory and practical industry insights, making it an invaluable resource for students and professionals alike. Longo’s academic rigor combined with Canalichio’s real-world experience offers a unique perspective on brand expansion and licensing. Their work not only enriches the academic discourse but also equips future leaders with the knowledge and skills needed to navigate this complex and ever-evolving landscape. A must-read for anyone seeking to master brand licensing.”

— Kristina Clement, Associate Dean, Georgia Institute of Technology

“As a university professor in the field of international business, global sourcing in international entrepreneurial management at the international program of the Belgian Thomas More business school, I am thrilled to endorse the groundbreaking textbook ‘Strategic Brand Licensing’ coauthored by an Italian university marketing professor and an American brand licensing expert. This collaborative effort transcends geographical boundaries, offering a global perspective on the intricacies of brand licensing. The book adeptly fuses European finesse in marketing with American industry expertise, providing a comprehensive and culturally diverse understanding of this strategic discipline. The very clearly developed theoretical chapters, combined with hands-on tools and methods and completed with enlightening international case material, makes this publication a must-read for any professional aiming to navigate the complex landscape of brand licensing successfully as well as for any students in preparation for a professional career in this area at a global level.”

— Alexander Deblond, Thomas More University of Applied Sciences

“Continue the Brand Licensing race in a fast read follow-up to Canalichio’s Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands into Global Brands! The wisdom in this volume of Strategic Brand Licensing Building Brand Value Through Enduring Partnerships is a marathon of winning insights and valuable case studies which share the real world results of successful (and not-so-successful) Brand Licensing initiatives. Equally invigorating is the matter-of-fact story telling Longo and Canalichio share in guiding us on the multi-faceted strategic journey to deliver “enduring, profitable and successful” business value via wise licensing partnerships. As a seasoned Financial Executive, I immediately see the correlation between these experts’ guidance and the winning business licensing decisions other executives can make to harness profitable growth in their own brand licensing experience. True to his Naval Aviator experience, Canalichio provides a valuable Check-List approach of do’s and don’ts in the Licensing Deal Making process plus numerous templates for those with a Need for Speed.”

— Bill Huber, former Chief Financial Officer, VELUX Group USA, Inc.

“From the origins of licensing an image of Mickey Mouse by Walt Disney nearly 100 years ago, to the more recent auctioning of digital fine art through NFTs, licensing has become an over $340 billion trade spanning industries like entertainment, sports, art, and consumer products. Strategic Brand Licensing explains what licensing is, how it works and doesn’t – as in Harley Davidson perfume or Evian Water bras – and provides key take-aways, like developing win-win strategies and avoiding those that ‘slap logos on everything’. The authors explain how to develop licensing programs, determine the license-ability of brands, and how to select a licensee or target a licensor with analytical processes and checklists.”

— Kevin Cochran, CEO & Founder, Jackie Mays Burger

About the Book

This book presents a roadmap for a brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand both the risks and the benefits of partnerships, how to make the most of a brand’s potential in the digital platform, and how to extend a product portfolio through established brands. Brand licensing can be of interest to many stakeholders, including large companies, entrepreneurs, retailers, agencies and even celebrities. This is also a relevant strategy for small and medium-sized enterprises that want to expand their business abroad, reconciling their limited size with their flexibility. Examples of long-standing partnerships are presented and analyzed, with detailed consideration of what has made them so successful.

Through the presentation of case studies in the sectors particularly interested in brand licensing, including the art, character, entertainment, fashion, jewelry, sports and toys sectors, this book aims to highlight opportunities, limits and challenges from both the licensor and licensee’s perspectives. In particular, these case studies represent an effective basis for comparing different experiences and brand licensing strategies, allowing readers to understand both best practices and pitfalls to avoid when building an effective and enduring licensing program. Chapter objectives, summaries, key learning points and discussion questions reinforce understanding and aid reflection.

Practical yet theoretically grounded, this book is particularly suitable for postgraduate, MBA and executive education students interested in strategic brand management, licensing strategy and brand expansion. This book can also serve as a valuable guide for professionals interested in expanding their brand portfolio.

This book provides effective tools to evaluate the strategic side of brand licensing and the selection of the appropriate company to be a licensee. Online resources include PowerPoint slides, a test bank of exam questions, a case list and discussion questions.

Table of Contents

Introducing the Brand Licensing World
Chapter 1: The World of Licensing
Chapter 2: Charting the Path for Enduring Brand Licensing Programs
Chapter 3: Designing an Enduring-Based Licensing Program
Chapter 4: Running a Brand Licensing Program
Chapter 5: Brand Licensing Tips to Avoid Pitfalls
Remarks: the Future of Licensing

About the Authors

Maria Cristina Longo is Associate Professor of Business Economics and Management at the University of Catania, Italy. She was a Canon Foundation in Europe 2021 Research Fellow.

Pete Canalichio is a top-tier consultant specializing in brand expansion and licensing, a TEDx speaker, an award-winning author, and a former US Navy pilot.