SUMMARY
Developed long ago in the entertainment industry, brandlicensing makes it possible to market derivative products and diversify sources of financing. The act of offering gifts bearing an institution's logo (" goodies ") should not be confused with licensing. Licensing is a strategic marketing approach that involves various stages: brand building (positioning, targets, etc.), product development, selection of licensees, marketing and communication. While New York City has long managed a portfolio of brands (I "heart" NY, NYDP, Made in NY, etc.), this practice is developing in France, on different scales: the ElyséeCity of Paris, Nice Côte d'Azur Metropolis, Côte d'Azur, Finistère, etc.
Illustration : Gildas ROBERT, "La licence de marque, un outil au service de la promotion du territoire", Rencontres nationales du marketing territorial, Lyon, May 29 & 30, 2017
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