Bookshelf
Alumni and faculty members who would like to have their books considered for this listing should contact Stacey Himmelberger, editor of Hamilton magazine. This list, which dates back to 2018, is updated periodically with books appearing alphabetically on the date of entry.
The Power of Licensing: Harnessing Brand Equity by Michael Stone ’72
July 1, 2021
Tags Alumni Book
(Chicago: Ankerwycke Books, 2018).
Drawing on case studies and stories of companies from P&G; to Harley-Davidson that have successfully implemented brand licensing programs, the author illustrates the potential of brand licensing as a pathway to engage consumers in a world turned upside down by the disruptive forces of digital technology and the internet. Stone is co-founder and chairman of Beanstalk, a global brand extension licensing agency.
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Stacey Himmelberger
Editor of Hamilton magazine
