Brands, and licenses of longevity

Siegel, Seth M.
September 1995
Brandweek;9/11/95, Vol. 36 Issue 34, p21
Trade Publication
Opinion. Comments on the illogicality behind product licensing agreements. Adoption of brand name product's credo of longevity; Licensor's negotiation of two-year initial term; Control of product innovation and advertising budget.


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