LICENSING & BRAND EXTENSION
All the famous fashion brands have expanded their business plans by using their brand to introduce new products on highly competitive markets which are sometimes far removed from the market they have traditionally served: from jewelry to home furnishings, from the hotelier industry to the world of perfumes and cosmetics.
This is a strategic option of great relevance for improving brand value, requiring specific expertise to efficiently translate a brand into a competitive new market.
The Licensing & Brand Extension Short Master’s Program deals with brand extension strategies by analyzing the perfume and cosmetic markets for brand extension.
The course analyzes products, key players and the rules of these markets through case studies and takes an in-depth look at marketing strategies, licensing solutions and the know-how required to operate in these fields.