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Title
Profit drivers
Author
Item Type
Journal article
Description
June 2010 (pp. 62-64); [28] cm
ISSN
2044-7175
Alternate Call Number
GB 139
Summary
Automotive brand owners have been some fo the most successful exponents of brand extension through licensing. Benefiting from high awareness, and clear and desirable brand positioning, brands like Ferrari and Harley Davidson have developed a wide range of spin off branded products. Strip out the major entertainment corporations from the top global licensors, and automotive brands sit alongside the big sports properties and licensed fashion groups as some of the world's largest licensors.
Published
London, England: Informa, U.K. 2010.
Language
English
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