Foreword - Introduction - - What is Brand Licensing - Where it sits within the Marketing Mix - Understanding Brand fit and Brand stretch - Properties of a brand that can be licensed Chapter 1 - - Understanding the consumer - Consumer segmentation - Market Research - continuous eg tracking and ad hoc quantitative and qualitative Chapter 2 - - Brand Valuation - Royalties Chapter 3 - - Intellectual property - Legal Issues - Counterfeits Chapter 4 - - Understanding the Retail Buyer Chapter 5 - - Public Relations - Trade Shows - Sponsorship - Social Media and Virral marketing - Trade Magazines Chapter 6 - - Role of the Licensing Agent Chapter 7 - - Licensee perspective Part 2 - Case Studies Entertainment - X Factor Publishing - Harry Potter Design - Hello Kitty Sport - ManU, 361 degrees Brand - JCB , Virgin, Royal Navy, Smiley Celebrity - Katie Price Toy - LEGO Bibliography Useful links
Andrew Levy: Andrew has a BA (Hons) Business Studies degree from Thames Valley University (Ealing) which was sponsored by Glaxo Pharmaceuticals. He gained blue chip FMCG experience spending 3 years in brand and product management at CPC Best Foods (Unilever) followed by 2 years at the world s leading independent licensing agency Copyright Promotions Licensing Group. Subsequently he set up his own business and became the licensing agent for brands including The Big Breakfast, Betty Spaghetty, Animal Ark, Beverly Hills Polo Club and became a licensee of Warner Bros. and King Features. He then set up and ran the UK office of LIMA (International Licensing Industry Merchandisers Association) for nearly 8 years (1998-2006). He currently owns and manages Licensingpages(R) the world s leading commercial resource for the licensing industry, www.licensingpages.com, established in 1998 with revenue coming from membership, advertising and recruitment. In 2009 he also set up IPTrademarket(R) the world s first independent global trading platform for trademarks, www.iptrademarket.com. Andrew is a keen skier, squash player and golfer and lives in London with his wife and 2 daughters, who have lots of licensed products! Judy Bartkowiak: Judy is the owner of Kids Brands Europe (http://www.kids-brands.com) a Market Research Consultancy specialising in Licensing Market Research since 1990. She has an MA in International Marketing and trained at Taylor Nelson and Q-Search (part of The Schlackman Group) then moved clientside to work for ICI and Kodak before setting up her own agency. Kids Brands Europe has worked with companies from across the spectrum: entertainment, publishing, toys and food. Judy also writes children s fiction (http://www. judybee.biz) and NLP books (http://www. engagingnlp.com) as well as coaching children and teenagers as an NLP Kids Practitioner and Trainer (http://www.nlpkids.com). Neuro Linguistic Programming is the study of the structure of excellence. In Secrets of Success in Brand Licensing you will discover the structure of excellence of successful Brand Licensing campaigns so you can apply that structure to your own properties. Judy is a keen tennis player and lives with her husband and four children in South Bucks.
Licensing takes many forms and can be highly complex. This book steers us through what could be a potential minefield. It is full of excellent practical advice but importantly is also a cracking good read. - Professor Malcolm McDonald