Sales Promotion
Making Licences Work: Beyond the Unique Point of Difference
Charles Croft, The Marketing Store Consumer Products
Licensing definedLicensing is the promotional use of an established creative property usually a film, TV or cartoon character, but also a charity or an association, like the NBA or NFL in the US, for example to add value, and provide promotional focus and standout for a branded product or service. Use of the property is licensed by...