October 01, 2018

ABA book explores the growing importance of licensing with consumer connectivity

CHICAGO, Oct. 1, 2018 — The American Bar Association’s recently published book, “The Power of Licensing: Harnessing Brand Equity,” by Michael Stone, presents a comprehensive understanding of brand licensing and its place in today’s rapidly evolving, competitive marketplace.

Strategic brand licensing creates seamlessly integrated products that foster brand loyalty and consumer connections like never before. Licensing generates infinite consumer touchpoints in a world where our attention is increasingly divided, while also unifying the core message of the brand. With illustrative case studies and analyses of how licensing can be leveraged to build brand equity, “The Power of Licensing” will inspire attorneys and marketing professionals alike to set sophisticated goals for strengthening brand equity and engaging consumers.

Stone is the chairman and co-founder of Beanstalk, the leading global brand extension licensing agency. The recipient of 23 LIMA International Licensing Awards, he has been instrumental in driving the evolution of brand licensing as a marketing tool used by many Fortune 500 companies. Stone is frequently sought after as a brand authority by the media and has served as an adjunct professor of Brand Licensing at Baruch University School of Business and Long Island University Post. He has a B.A. from Hamilton College and a J.D. from Emory University School of Law.

Title:                            The Power of Licensing: Harnessing Brand Equity
Publisher:                    Ankerwycke
Pages:                         374 pages
Product Code:             1620760
ISBN:                           9781641051644
Size:                            6 x 9, hardcover
Price:                           $29.95
Orders:                        800-285-2221 or shopaba.org

What others are saying about The Power of Licensing:

“An original, focused and long overdue look at the role licensing can play…. Informative, powerful and engaging!” — John Trebbien, director of Global Trademark Licensing, Procter & Gamble

Editor’s note: Author interviews and review copies of this book are available by emailing Dean Pappas at Dean.Pappas@americanbar.org. If you publish a review of this book, please send tear sheets or a copy for our files to Dean Pappas, ABA Book Publishing, 321 N. Clark St., Chicago, IL 60654.

With more than 400,000 members, the American Bar Association is one of the largest voluntary professional membership organizations in the world. As the national voice of the legal profession, the ABA works to improve the administration of justice, promotes programs that assist lawyers and judges in their work, accredits law schools, provides continuing legal education, and works to build public understanding around the world of the importance of the rule of law. View our privacy statement online. Follow the latest ABA news at www.americanbar.org/news and on Twitter @ABANews.