NEW YORK CITY, November 30, 2020 – The American Bar Association’s publishing group is offering a discount on the The Power of Licensing: Harnessing Brand Equity this Cyber Monday, November 30th, with the discount code CYBER 2020. During this one-day sale, customers will receive 40% off and free ground shipping on all orders that use the code. The discount works for all formats including hard cover and e-book. The Power of Licensing: Harnessing Brand Equity is a must-read for any licensing and marketing professional and makes the perfect gift for a colleague, friend or family member interested in business and marketing strategies. The book looks at exciting, new and emerging ways that brand extension licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well and why they have used licensing. Use the Cyber Monday discount! The Power of Licensing: Harnessing Brand Equity can be purchased here on the ABA’s e-store.

Licensing has become a powerful marketing tool and has emerged as a major brand communications strategy. It has become integral to many major organizations’ marketing efforts, motivating consumers to invite a brand into their lives and to become brand loyalists. Unlike in the recent past, when traditional advertising dominated, today brand owners have more strategic options available and a significant one is licensing. The accelerating pace of change in brick and mortar and online retailing combined with data collection and social media, have re-defined brand messaging and retail. And in these turbulent times, brand licensing can play a more important role than ever before helping brands communicate their values and purpose and satisfy consumer demands.

In his book, The Power of Licensing: Harnessing Brand Equity, Michael Stone positions brand licensing in the context of today’s communications and retail landscape as an effective tool to connect brands and consumers and thereby drive purchasing and serve the demands of the emerging consumer, in the United States and internationally. Every chapter features case studies and illustrative examples of brands that have used licensing effectively, with a variety of objectives, from Stanley Black & Decker to P&G’s Febreze to Diageo’s Baileys, Weight Watchers, Energizer, Briggs & Stratton, The Coca-Cola Company, Polaroid and more. The book also addresses topics such as bringing dead brands back to life, celebrity licensing, the history of licensing, understanding and mitigating the risks of licensing as well as an in depth look at the future licensing.

BOOK TESTIMONIALS

“In The Power of Licensing, Michael Stone brings together in a single volume all that anyone needs to know about the why, how, and when of brand licensing. His over 30 years of direct experience are evident on every page. The book will certainly become a true gift on the desk of every thoughtful brand executive!“ - Len Schlesinger, Baker Foundation Professor, Harvard Business School, Former Vice Chairman and COO, Limited (now L) Brands

“A must-read for any business executive looking to strengthen a famous or not-so-famous brand. Stone provides invaluable insights into the workings of brand licensing, its best practices, as well as potential pitfalls. The plentiful case studies presented illuminate the critical role licensing does and can play in the retail and marketing environment, today and in the future.” - Steve Sadove, Former Chair and CEO, Saks Inc. and Founding Partner of JW Levin Management Partner

“Michael Stone, in The Power of Licensing, provides an original, focused, and long overdue look at the role licensing can play within a truly integrated brand strategy. His knowledge, experience, and passion for his subject matter is evident throughout the book and in the many examples and case studies illustrating how licensing has been used by world-class brands. Informative, powerful, and engaging!” - John Trebbien, former Director of Global Trademark Licensing, Procter & Gamble

“The Power of Licensing provides a penetrating perspective on brand licensing based on the author’s 30 years of experience working with brands worldwide. Set in the context of today’s rapidly changing marketing landscape, the author positions licensing as an essential and vital communications tools. This book is a true game changer!” - Tom Watson, Co-founder, Omnicom Group, Inc.; Dean Emeritus, Omnicom University