TY  - BOOK
AU  - Canalichio,Pete
TI  - Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands into Global Brands Through the LASSO Method
SN  - 9781787437814
AV  - HF5410-5417.5 
U1  - 658.8 
PY  - 2018///
CY  - Bingley
PB  - Emerald Publishing Limited
KW  - International business enterprises-Management
KW  - Branding (Marketing)
KW  - Electronic books
N1  - Front Cover -- Expand, Grow, Thrive -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- Prelude: Addressing the Expansion Riddle -- Lateral -- Addictive -- Storied -- Scalable -- Own-able -- 1 Pinning Their Hopes -- A Tale of One Pin, Two Brands, and 3,000 People Waiting in the Cold -- 2 Choose to Lead - How to Succeed in the Connective Economy -- Look Beyond One Income Source -- Cater to Customers Across Their Lives -- Act Quickly -- 3 Lateral - Beyond Where They've Been -- Key Takeouts -- Your Turn -- 4 Addictive - Growing to Love -- Key Takeouts -- Your Turn -- 5 Storied - The Power of Heritage in a World of Action -- Key Takeouts -- Your Turn -- 6 Scalable - Achieving Your Best Size -- Key Takeouts -- Your Turn -- 7 Own-able - How You Expand and Stay True to Your DNA -- Key Takeouts -- Your Turn -- 8 Is Your Brand Optimized? -- Overview -- Data Collection -- Model Selection -- Agreement between Experts -- Algorithm Evaluation -- Lateral -- Key Takeouts -- Addictive -- Key Takeouts -- Storied -- Key Takeouts -- Scalable -- Key Takeouts -- Own-able -- Key Takeouts -- 9 Making the Decision to License -- What is Licensing? -- What Makes a Brand License-able? -- What Sort of Brand Should It Be? -- The Critical Success Factors for Licensing -- The Brand Licensing Process -- Step 1: Identify Where to Play -- Step 2: Determine How to Win -- Step 3: Prospect Licensees -- Step 4: Conduct Due Diligence -- Step 5: Define Licensing Opportunity -- Step 6: Negotiate Deal Terms and Finalize Contract -- Step 7: Orientation -- Step 8: Business Planning -- The Brand Scorecard -- Knowing When to License -- Selecting Categories for Licensing -- The Role and Importance of a Licensing Agency -- Whether a Program is Being Managed Successfully -- Lessons and Advice -- How a License Can Work to a Brand's Competitive Advantage; Expectations of Licensors, Licensees, and Agents -- Expectations of Licensors -- Expectations of Licensees -- Agents and Consultants -- Different Kinds of Licensing Arrangements -- How to Find an Agency -- Skills and Knowledge You&amp -- #x02019 -- ll Need to Drive Licensing Revenue -- For Licensors -- For Licensees -- 10 License to Operate - The Future of the Licensed Brand -- How Far Licensing Has Come -- Corporate Trademark Licensing -- Conclusion -- 11 Epilogue -- Final Thoughts -- Appendix A: LASSO Evaluation, Questions and Scoring Kit -- Chapter 3 -- Your Turn -- Chapter 4 -- Your Turn -- Chapter 5 -- Your Turn -- Chapter 6 -- Your Turn -- Chapter 7 -- Your Turn -- Appendix B: LASSO Methodology -- LASSO: An Algorithm for Automated Brand Self-Evaluation -- Overview -- Data Collection -- Model Selection -- Agreement between Experts -- Algorithm Evaluation -- Appendix C: LASSO Methodology Q&amp -- A -- Index
N2  - In this call-to-arms for marketers struggling to hit their growth targets, brand licensing expert Pete Canalichio explores what needs to be done to consistently and sustainably convert consumer interest into passion, into must-have, and into must-have-more. The result is the LASSO model: a five-step process to turn good brands into global brands
UR  - https://ebookcentral.proquest.com/lib/orpp/detail.action?docID=5049665
ER  -