Licensing has emerged as a major brand communications strategy. It has quietly become integral to many major organizations’ marketing efforts, motivating consumers to invite a brand into their lives and to become brand loyalists. Unlike in the recent past, when traditional advertising dominated, today brand owners have more strategic options available and a significant one is licensing. The accelerating pace of change in brick and mortar and online retailing combined with ecommerce, data collection and social media, have re-defined brand messaging and retail.
In his book, The Power of Licensing: Harnessing Brand Equity, Michael Stone positions brand licensing in the context of today’s communications and retail landscape as an effective tool to connect brands and consumers and thereby drive purchasing. Every chapter features case studies and illustrative examples of brands that have used licensing effectively, with a variety of objectives, from Stanley Black & Decker to P&G’s Febreze to Diageo’s Baileys, Weight Watchers, Energizer, Briggs & Stratton, Coca-Cola, Polaroid and more.