Andrew Levy

brand licensing industry is worth around $150 billion.

In the commercial world, successful brands create shareholder value by creating competitive advantage.

Brand Licensing is all around us; it transforms ubiquitous products into living breathing brands with personalities and an emotional connection to us and who we want to be.

What we buy and where we buy it, give us choices to align ourselves with the brands and characters we love.

As brand owners we can tap into this choice by offering consumers the combinations of product and brand that they want to buy.

In doing this, we add value to the products such that they command a premium price at retail and we add value to our brands by enabling consumers to experience them in other product categories.

1 of the book is an introduction to marketing, the marketing mix, segmentation, brand extension and brand licensing. Part 2 introduces you to the key players in the Industry; the licensor, licensee, licensing agent and retail.

He currently owns and manages Licensingpages® the world’s leading commercial resource for the licensing industry www.licensingpages.com which he established in 1998 with revenue coming from membership, advertising and recruitment.

udy runs Kids Brands Europe www.kids-brands.com a Market Research Consultancy whose clients have included

She has spoken at