Description
Your guide to profiting from the world of licensing
The brand licensing business is everywhere, turning intellectual property in sectors like entertainment, sports, and fashion into consumer products. Brand Licensing For Dummies offers advice from a pair of the leading experts on licensing to anyone entering the business of connecting content owners with product creators. In this clear guide, you'll learn about the inner workings of licensing and how both licensor and licensee benefit. Discover how to identify opportunities, negotiate deals, market licensed products, and navigate the legalities of licensing. Licensing gurus Steven Ekstract and Stu Seltzer bring decades of experience to this guide, demystifying the world of licensing and teaching you all about the win-win partnerships that allow licensors and licensees to do the things they do best.
- Discover why licensing is valuable to licensors and licensees alike
- Explore licensing agreements and different types of deals
- Learn how to spot a valuable licensing opportunity
- Negotiate solid licensing deals using the latest strategies
This book is a must for brand managers, licensing executives, intellectual property attorneys, product developers, marketing managers, and business owners. Whatever your role, Licensing For Dummies will give you practical guidance, legal insights, and strategic approaches to the dynamic landscape of licensing agreements and intellectual property management.
Table of Contents
Introduction 1
Part 1: Getting Started with Licensing 5
Chapter 1: How Brand Licensing Works 7
Chapter 2: Probing Branding: Why People Buy 21
Chapter 3: Where on Earth Do Brands Come From? 35
Chapter 4: Exploring Licensing Trends and Innovations 47
Part 2: Diving into Licensing 65
Chapter 5: Navigating the Licensing Process 67
Chapter 6: Negotiating the License Deal 81
Chapter 7: Getting Your First Licensed Product Up and Running 97
Chapter 8: Developing Retail 113
Part 3: Forging and Maintaining Strong Licensing Partnerships 129
Chapter 9: The Key Points in a Successful Partnership 131
Chapter 10: Keeping Your End of the Deal 139
Part 4: Maximizing Sales through Licensing 151
Chapter 11: Selling Your Licensed Products 153
Chapter 12: Marketing Tools That Boost Retail Sales 169
Chapter 13: Globalization of Brands 179
Chapter 14: The Future of Brand Licensing 189
Part 5: The Part of Tens 201
Chapter 15: Ten Do’s (and Don’ts) for Licensing 203
Chapter 16: Ten Essential Tips for Licensors 211
Chapter 17: (Nearly) Ten Brand Licensing Areas 219
Index 227
