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Brand monetisation - trust, but verify
To maximise brand monetisation, parties entering into a formal licensing agreement must do so in good faith and with a transparent and open approach. To avoid any future pitfalls, the expectations of both parties must be aligned. Written by PwC, this article first appeared in “Brands in the Boardroom 2011 - Key branding issues for senior executives”, published by Intellectual Asset Management (IAM) magazine, www.iam-magazine.com.
