Building Brand Value through Enduring Partnerships
Description
This text provides a roadmap to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand the risks and the benefits of partnerships, how to make the most of a brand's potential in the digital platform, and how to extend a product portfolio through established brands.
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‘Strategic Brand Licensing - Longo, Maria Cristina, Canalichio, Pete’.
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