Managing the Challenges of Strategic Licensing in the Luxury Market
The purpose of this Course is to examine the essential variables of starting and managing Licensing Processes in High-End Markets, focusing on the activities of Brand Extension, Co-Marketing, Communication & Digital Media, Finance and Legal Framework.
The Licensing Manager not only deals with the design and the formal and technological aspect of a brand / product, but has assumed a fundamental role in all phases of the cycle: production, distribution, communication.
The fundamental objective for anyone wishing to undertake Licensing, Brand Extension or Franchising initiatives is to increase and enrich the value of the brand, especially in the luxury segment.