Brand Licensing For Dummies

Steven Ekstract co-founded License!, a leading business publication and news source for the global consumer products licensing industry. He is also Founder and Organizer of NYC Summit: The Business of Brand Licensing—an annual conference for global licensing industry executives. Ekstract also writes a regular column for License Global. Stu Seltzer is the president of Seltzer Licensing Group, a leading global agency (SeltzerLicensing.com). He is a member of the Licensing International Hall of Fame (Class of 2024) and has taught Brand Licensing at New York University for over 20 years.

• Introduction 1Part 1: Getting Started with Licensing 5Chapter 1: How Brand Licensing Works 7Chapter 2: Probing Branding: Why People Buy 21Chapter 3: Where on Earth Do Brands Come From? 35Chapter 4: Exploring Licensing Trends and Innovations 47Part 2: Diving into Licensing 65Chapter 5: Navigating the Licensing Process 67Chapter 6: Negotiating the License Deal 81Chapter 7: Getting Your First Licensed Product Up and Running 97Chapter 8: Developing Retail 113Part 3: Forging and Maintaining Strong Licensing Partnerships 129Chapter 9: The Key Points in a Successful Partnership 131Chapter 10: Keeping Your End of the Deal 139Part 4: Maximizing Sales through Licensing 151Chapter 11: Selling Your Licensed Products 153Chapter 12: Marketing Tools That Boost Retail Sales 169Chapter 13: Globalization of Brands 179Chapter 14: The Future of Brand Licensing 189Part 5: The Part of Tens 201Chapter 15: Ten Do’s (and Don’ts) for Licensing 203Chapter 16: Ten Essential Tips for Licensors 211Chapter 17: (Nearly) Ten Brand Licensing Areas 219Index 227

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