Brand licensing What drives royalty rates?

By:

JAYACHANDRAN, SATISH

Contributor(s):

KAUFMAN, PETER

Material type:

Mixed materialsPublication details: 2013Description: 108-122Subject(s):

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: In brand licensing, the brand owner grants another firm the right to use the brand. This differs from franching, in which a contractual arrangement between a franchisor and a franchisee exist to run a business based on the franchisor's business model. Brand licensing helps generate revenues and protect the brand from misappropriation.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/5	Available		P15079

In brand licensing, the brand owner grants another firm the right to use the brand. This differs from franching, in which a contractual arrangement between a franchisor and a franchisee exist to run a business based on the franchisor's business model. Brand licensing helps generate revenues and protect the brand from misappropriation.

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