ABSTRACT
This chapter analyzes how booth design communicates particular ideas about the work cultures and social networks that characterize the licensing industry. Booth design strategies at the Licensing Expo articulate exhibitors’ brand identities and priorities for manufacturers and retailers as well as differentiate among brand owners with similar types of properties. While display elements often highlight a branded lifestyle built around an arrangement of products, these design features were also part of a larger effort to represent brand communities where shared investment in a licensor’s IP could yield opportunity for licensing partners.
