ABSTRACT
This chapter is about charting the path for enduring licensing programs. Section 1 explores the current state of brand licensing, highlighting its distinctive assets whose value lies in the reputation, image, quality and stylistic standards associated with the brand. Sections 2, 3 and 4 consider the strategic value of brand licensing in looking at the licensor and licensee perspective. Sections 5, 6 and 7 provide some examples of enduring partnership, which involve respectively licensees, agents and multi-level licenses (many licensors and licensees). Section 8 examines the brand licensing process steps. This process requires effort, commitment and planning for building long-term successful programs. Section 9 displays an example of a successful long-term brand licensing program in the field of sport.
