ABSTRACT
This chapter examines how the world of licensing works providing a general overview of the main aspects related to brand licensing programs. This topic is analyzed, focusing on strategic issues related to designing, implementing and running a brand licensing program. In particular, sections 1, 2 and 3 analyze what makes licensing programs fail or succeed. Section 4 describes the different types of licensing including corporate, character, music, sports and technology. Section 5 introduces how licensing is used in digital platforms, and Section 6 discusses how IP is managed in the digital world. The section concludes with the analysis of three case studies reflecting on the opportunity and limitations of digital brand licensing.
