Brand Licensing For Dummies

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.

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