MY VIEW: Brand and deliver
The show's event director examines the rise of corporate brand licensing and how this will be reflected at Olympia.
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.
To read the full opinion, click here.
