Effective Brand Management Strategies: Key Branding Issues for Senior Executives
Success requires close coordination between the licensor and licensees in different markets, a consistent quality control programme and effective monitoring. Forward-looking companies report success in implementing programmes to identify brands that might be used in the future for new products and services. There are also a number of other issues to consider. This article explains that in order to maximize its potential value, a brand licensing programme has to be subject to very strict management principles.