How to license brand characters in advertising

David Born

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Jump to:Definitions | Where to start | Essentials | Case studies | Checklist | Further reading |

He-Man and Skeletor, Yoda from Star Wars, The Simpsons and SpongeBob SquarePants. What do these famous characters have in common? They’ve all featured in advertisements...

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