The Power of Licensing: Harnessing Brand Equity - Michael Sanford Stone

The Power of Licensing: Harnessing Brand Equity Michael Sanford Stone ISBN 9781639055814

While licensing is not a new concept, organizations today are using brand licensing and extension strategies in far more strategic, integrated, and brand-driven ways than ever before. Leading companies such as Procter & Gamble, General Motors, Black & Decker, The Coca-Cola Company, and TGI Fridays have embraced licensing as a core marketing strategy—not merely as a secondary revenue stream, but as a powerful tool to leverage brand equity, extend authentic brand experiences, and amplify their marketing messages. As a result, licensing has evolved into a sophisticated and highly effective marketing discipline.

Drawing on his experience as CEO of Beanstalk, a premier global brand licensing agency based in New York City and part of the Omnicom Group (NYSE: OMC), author Michael Stone offers an insider’s perspective on how world-class licensing programs are built. Throughout his career, Stone has worked with a wide range of iconic brands—including HGTV, Ford Motor Company, The Coca-Cola Company, and AT&T—to develop ambitious, results-driven licensing and brand extension strategies. Over the past decade, organizations across industries have increasingly sought guidance on how to implement licensing programs that align with and advance their broader corporate goals. These companies recognize that their brands represent powerful, often underutilized assets—and that significant opportunities exist to unlock long-term value from the equity built over years or even decades.

The Power of Licensing equips organizations and marketing professionals with the insights needed to evaluate, structure, and maximize these opportunities. This is not a guide to slapping a logo on merchandise, nor a legal manual on licensing mechanics. Instead, The Power of Licensing: Harnessing Brand Equity explores innovative and emerging ways licensing can be used to achieve strategic brand objectives, illustrated through compelling real-world examples of iconic brands that have done it right.

The Power of Licensing: Harnessing Brand Equity Michael Sanford Stone ISBN 9781639055814, 978-1639055814 & 9781641051651

Author
Michael Sanford Stone