The Power of Licensing: Harnessing Brand Equity: Harnessing Brand Equity

This is one of the very best business books I have ever read. Michael Stone is an icon in the Licensing World and shares so much knowledge with his readers. He explains Licensing from multiple perspectives which makes the book valuable for many audiences. He includes great checklists for key questions to ask and safeguards you will want to have in place. The multiple case studies he shares are rich with learning's that can be applied on other brands. The "lessons learned" that he shares, are invaluable and ensures the reader is well informed in how they approach licensing and what guardrails are important to establish. He also includes helpful insights on the financial structure of licensing. Lastly, his chapter on the future of licensing and the retail landscape is the perfect bow to put on this enjoyable and informative read. I highly recommend this book.

I want to recommend an excellent book for any consumer or business person who wants to know how companies and brands are created...The Power of Licensing now selling on Amazon. This excellent one of a kind book talks about the history of household products and their origins and how they extended to many more products we all use today. So much knowledge, wisdom, and vision from the past to the present and beyond!The Power of Licensing should be a mainstay stay to Libraries, High schools, Colleges and Corporation's. No doubt an excellent read and hats off to Michael Stone, the author, for sharing his decades of knowledge, experience, wisdom and success with the world, thank you!

One of the few books around that really gets into the weeds on brand licensing, and an absolute gem at that! As someone who has been involved in the brand business (in Japan) for 30 myself, I would totally recommend this book to anyone involved in brand licensing, brand management or marketing. The author has literally inspired me to write a book of my own!

Great examples of brand strategy, Excellent teaching material for an introduction to brand licensing

An excellent book that describes most of the different aspects related to brand licensing for corporate products. There are a lot of books out there related to licensing from the legal point of view and also a lot of literature about licensing characters, entertainment and fashion for merchandising type of products but Michael's Power of Licensing is the first that really deeps dive on what it takes to use brand licensing as a tool that almost every corporation should use strategically.

The Power of Licensing is a fantastic read for any young professional studying marketing in school or starting their career in licensing. Licensing is a tactical untapped marketing tool that has a fascinating history and meaning. Michael Stone explains licensing with insightful case studies and gives licensing the spotlight it deserves!

Very disappointed in how outside of book was made. The cover is unattractive (black), the back cover is damaged as well as the binding. It’s certainly not suitable to give as a Christmas present!

In an age of brand disruption, Michael Stone effectively build the case to leverage Licensing as a marketing and communication tool to drive engagement and loyalty with the core brand. The Power of Licensing provides an in depth overview of the strategic benefits of Licensing leveraging case studies from top bands such as Coca Cola, Stanley Black & Decker, Harley Davidson, and many more, to illustrate the strategies and benefits of Brand Licensing. Michael brings Trademark Licensing to life in an entertaining and informative manner. This is a must read for anyone in the Licensing field, and should be part of any brand builders toolbox.

I’ve read numerous books on branding and licensing extensions over the years, but this has got to be the first that combines the two, and importantly places them in context, offering a workable and very realistic approach for brand owners/managers to devise, design and deliver a brand license extension programme to a very professional standard, which includes all the after-care that brand licensors need to put into play that makes the difference between license success or failure.Theres plenty of case study type examples to make you think about your own branding strategy, good and bad are equally aired, alongside a lot of high quality insight and license industry experience, mixed with a dash of opinion and anecdote.Its an easy read as well, not padded out with hyper business jargon... its written by an expert, concepts are broken down into bite sized chunks, which for me as a brand owner made the task of following and imagining them into my own world a lot easier and achievable.I think this will become one of the key books on the subject of brand licensing extensions, maybe even the “go to” brand extension license handbook itself.This book helped us within the first week!