Secrets of Success in Brand Licensing

This isn't quite what I thought it would be. While giving some good examples of brands and discussing some of the reasons why some brands have done some things its not that useful for someone looking to do their own brand. Its well written and worth me reading again hence the 4 stars, just not quite what I happen to be looking for.The story about Pele and his brand made me smile anyway.

Great little book, quite a comprehensive approach with good case studies and industry commentary. I would recommend to anyone trying to get a good overview of license branding.

A a French expert in brand licensing, I was interested to read this book written by two English expert people.It is full of interesting stories and testimonies by brand owners and licensing agencies.It covers a wide range of brands from sports brand to institutions and charities.As there are so many recent books on licensing, I would certainly recommend its reading.