Coca Cola has been doing it for almost a century and now more and more of the world’s biggest and smallest, oldest and youngest corporate brands are following suit and turning their hands to brand licensing.

With a worldwide retail sales value of $39.1bn in 2007 (an increase of 1.8 per cent on the previous year) and licensing revenues worth $1.6 billion, corporate brands represent the third largest segment of the licensing industry following the giant character and fashion categories.

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