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The role of the Licensing Agent

brand licensing book

The key role of the agency is Brand Guardian. Whatever is going on in the market place, the agency has to have its finger on the pulse, making sure that it’s activity stays true to the brand’s DNA or brand story. Key aspects of this role are passion and belief for the brand combined with entrepreneurial flair and commercial acumen and these are what Coyle maintains are the key attributes of a successful Licensing Agent. He argues that there is…

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