Atlanta, GA – Whether an established company or budding entrepreneur, a national retailer or nonprofit, everyone will, at some point, encounter a potentially licensable moment. But what will they do? Will they know how and if they should license their brand? It’s a slippery slope that requires careful consideration and, above all, the appropriate information.

That’s where longtime marketing academician, Cristina Longo, and global branding and licensing professional, Pete Canalichio, come in. Their book, Strategic Brand Licensing: Building Brand Value through Enduring Partnerships, offers a roadmap for a brand licensing strategy that guides companies to leverage brand value and expand into other product categories or markets.

It’s important that the topic at hand, given its legal implications and structuring, be relatable and approachable, and the authors do this successfully by presenting high-profile brand licensing case studies in the art, entertainment, fashion, jewelry, sports and toy sectors, highlighting the opportunities, limits and challenges from both the licensor and licensee’s perspectives.

“As an Associate Professor of Business Economics and Management, I can confidently say that this book is ideal for postgraduate, MBA and executive education students interested in strategic brand management, licensing strategy and brand expansion,” says Longo.

Wishing he had a book like this while in business school, Canalichio says, “for some inexplicable reason, no one has felt the need to create a course on the subject so people could learn about the scope of the licensing industry, who the players are or how the industry works.”

Maura Regan, President and CEO of Licensing International, wrote the book’s preface, and Liz Kalodner, former Executive Vice-President and General Manager of CBS Consumer Products, wrote the remarks. Getting endorsed by such luminaries in the licensing space speaks volumes of this book’s value in the field.

Books may be purchased on Pete Canalichio’s website here.

Testimonials

“I’m bursting with pride and gratitude for being included in this phenomenal book. If only it had been available decades ago when I first began charting my path! It’s an invaluable resource that could have profoundly shaped my career path and expanded my knowledge much earlier. The licensing industry is vast, touching every corner of global commerce, yet resources like this were rare before Pete Canalichio and Cristina Longo crafted this masterpiece. Their book fills a crucial gap by comprehensively and eloquently explaining licensing, its significance, and practical insights … it’s a giant leap toward empowering both existing and future leaders.” – Alex Locke, Founder & CEO, NFIP Holdings, LLC d/b/a Bored of Directors

“Strategic Brand Licensing is a groundbreaking collaboration between two luminaries in the field of branding and licensing. As a university executive, I’m impressed by their comprehensive approach to this subject. This book seamlessly bridges academic theory and practical industry insights, making it an invaluable resource for students and professionals alike … A must-read for anyone seeking to master brand licensing.” – Kristina Clement, Associate Dean, Georgia Institute of Technology

“From the origins of licensing an image of Mickey Mouse by Walt Disney nearly 100 years ago, to the more recent auctioning of digital fine art through NFTs, licensing has become an over $340 billion trade spanning industries like entertainment, sports, art, and consumer products. Strategic Brand Licensing explains what licensing is, how it works and doesn’t … and provides key take-aways, like developing win-win strategies and to avoid those that ‘slap logos on everything.’” – Kevin Cochran, CEO and Founder, Jackie Mays Burger

About BrandAlive
Pete Canalichio’s resume reads like a brand builder’s dream: global branding, brand expansion and marketing for prestigious companies like Newell Brands and Coca-Cola (where he worked on the FIFA France World Cup and Nagano Olympics, selling more than 10 million dollars in Coca-Cola Nagano-branded merchandise); TEDx speaker; university lecturer and top-tier consultant for individuals and corporations; author of an Amazon #1 new release and winner of the Book Excellence Award in Marketing for Expand, Grow, Thrive. His other books and licensing products can be found here.

About Cristina Longo
Cristina Longo is Associate Professor of Business Economics and Management at the University of Catania (Italy). She holds a B.A. in Economics and Commerce and a Ph.D. in Management from the University of Catania. She has conducted research on topics of innovation management, entrepreneurship and strategy at the University of Economics – VSE Prague (CZ), Université de Montpellier and Montpellier Business School (France), Columbia Business School (NY), and was a Canon Foundation in Europe 2021 Research Fellow at Yokohama National University in Japan.