IN MY OPINION

Despite growing recognition that brands are more than just goodwill on a balance sheet, many companies could do more to capitalize on their established brand assets. One of the best ways for manufacturers to earn new profits from an existing brand is by licensing that brand's identity for use on other products. A licensing program can generate millions of dollars in additional revenue if it is professionally

Despite growing recognition that brands are more than just goodwill on a balance sheet, many companies could do more to capitalize on their established brand assets. One of the best ways for manufacturers to earn new profits from an existing brand is by licensing that brand's identity for use on other products. A licensing program can generate millions of dollars in additional revenue if it is professionally developed and managed.

Today more than ever before, image -- rather than tech

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