Coverart for item
The Resource Expand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method

Expand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method

Label
Expand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method
Title
Expand, Grow, Thrive
Title remainder
5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method
Creator
Language
eng
Summary
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
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Expand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method
Label
Expand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=5049665
Publication
Copyright
Related Contributor
Related Location
Related Agents
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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 â{u0080}{u0094} How to Succeed in the Connective Economy -- Look Beyond One Income Source -- Cater to Customers Across Their Lives -- Act Quickly -- 3 Lateral â{u0080}{u0094} Beyond Where Theyâ{u0080}{u0099}ve Been -- Key Takeouts -- Your Turn -- 4 Addictive â{u0080}{u0094} Growing to Love -- Key Takeouts -- Your Turn -- 5 Storied â{u0080}{u0094} The Power of Heritage in a World of Action -- Key Takeouts -- Your Turn -- 6 Scalable â{u0080}{u0094} Achieving Your Best Size -- Key Takeouts -- Your Turn -- 7 Own-able â{u0080}{u0094} 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 Brandâ{u0080}{u0099}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'll Need to Drive Licensing Revenue -- For Licensors -- For Licensees -- 10 License to Operate â{u0080}{u0094} 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&A -- Index
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Dimensions
unknown
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b4415389'}
Extent
1 online resource (348 pages)
Form of item
online
Isbn
9781787437814
Media category
computer
Media MARC source
rdamedia
Media type code
c
Sound
unknown sound
Specific material designation
remote

Library Locations

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      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
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