UE is a publication of Davis Brand Capital.
  • rss
  • feedburner
  • twitter
  • facebook
  • DavisBrandCapital.com

{ U E } Feed

Don't Blame Brand Licensing

Tuesday, May 25, 2010

Here on Branding Strategy Insider, Jack Trout makes a compelling argument for why not to consider licensing as a method of brand extension. Furthermore, he backs it up with multiple examples of established brands with flawed licensing programs that serve to prove his hypothesis. After reading about Pratt & Whitney and Pierre Cardin, what CEO in their right mind would choose to risk the company's crown jewels to a group of third party manufacturers which don’t have a clue about how to build a brand, let alone manage one? With so much at stake, only those CEOs that are either reckless or desperate would consider licensing. Right?

Read entire article >>>


Recent Comments

twitter Facebook Add to Technorati Favorites Alltop, confirmation that we kick ass

Copyright © 2009 Davis Brand Capital. All Rights Reserved.