This paper addresses the most relevant aspects related to the management of brand licensing agreements, with a particular focus on royalties – the economic fee granted to the licensor (or brand owner). The first section of the paper in particular illustrates the different methodologies – used by manager in real word situations – to quantify the value of brand licensing agreements and set royalty rates whereas the second part introduces a new methodology (empirically tested) able to address the limits of the traditional approach.

Setting royalty rates in licensing agreements

BUSACCA, BRUNO GIUSEPPE;BERTOLI, GIUSEPPE;
2011

Abstract

This paper addresses the most relevant aspects related to the management of brand licensing agreements, with a particular focus on royalties – the economic fee granted to the licensor (or brand owner). The first section of the paper in particular illustrates the different methodologies – used by manager in real word situations – to quantify the value of brand licensing agreements and set royalty rates whereas the second part introduces a new methodology (empirically tested) able to address the limits of the traditional approach.
2011
Busacca, BRUNO GIUSEPPE; Bertoli, Giuseppe; R., Graziano
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3730830
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