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PLEASE READ PROMPT THOROUGHLY! ALL IN TEXT CTITATIONS MUST INCLUDE AUTHOR AND PAGE NUMBER!
Week 7 Discussion Board: Brand Portfolio Companies
Brand Portfolio Companies
Please respond to the following prompts:
We have seen the growth of companies such as Authentic Brands Group, Marquee Brands, Xcel Brands, and Sequential Brands, who are in the business of buying declining brands with the goal of reviving them exclusively by licensing product. Unlike brands like Michael Kors or Tom Ford, in this business model, they own the Intellectual Property of a brand but don’t create any product. All categories of product are licensed out, under the creative and distribution guidance of the brand owner.
Find a recent article (no more than 6 months old) in a source such as WWD, Licensing International, License Global, The New York Times, or The Wall Street Journal that discusses one of these companies and their activities with one of their brands. Summarize the concept of the article and give your thoughts on it using concepts discussed in the course. What are disadvantages and what are advantages to the topics of the article.
Guidelines
Your initial considered and substantiated response should be 100-200 words in length, reflecting on the prompt above.
Posts should be written in language appropriate to business, with APA references where appropriate.
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