In my first article from the ‘Brands in the Boardroom’ series, I advocated that, within the higher layers of organisations, more attention should be paid to the business side of brand management. I’ve shared some tips on how brand managers can be heard in the boardroom, by focusing more on the ‘logic’ of branding instead of only the ‘magic’ (creative) behind the brand. For Boards to make decisions on what, where, and how much to invest in the brand, it is key to allow the financial side of branding to prevail at the boardroom table. That’s why, in this second article, I take a critical look into brand value and uncover why brand licensing, both externally and internally, is particularly beneficial for companies.

Read the full article here.

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