If you are visually impaired or blind, you can visit the PDF version by Pressing CONTROL + ALT + 4
<br /> SUMMER 2014 | VOLUME 1 | NUMBER 1 A TOTAL LICENSING GROUP PUBLICATION<br /> <br /> <br /> | TOTAL BRAND LICENSING<br /> | TOTAL BRAND LICENSING<br /> SUMMER 2014 CONTENTS<br /> 6 Introduction and Editorial Comment<br /> A new magazine for brand licensing<br /> 10 News<br /> From Michelangelo to Versace, Condé Nast and European soccer<br /> 28 How Much Is Your Brand Worth?<br /> How EU companies can assess the value of their brands in their balance sheet.<br /> 35 Exclusive Interview: Licensing The Whistleblower<br /> An exclusive TLB interview with WikiLeaks’ Julian Assange<br /> 38 The Entrepreneurial Spirit of Licensing<br /> Entrepreneur magazine - the ultimate entrepreneurial brand<br /> 40 Cover Story: Electrolux Group<br /> The Global Brand Powerhouse Commited To Doing It The Right Way<br /> 44 More Than Just Card Games<br /> An Interview with Chris Van Door<a title="TOTAL BRAND SUMMER 14 page 1" href="http://viewer.zmags.com/publication/7dc712e2?page=1"> SUMMER 2014 | VOLUME 1 | NUMBER 1 </a> <a title="TOTAL BRAND SUMMER 14 page 2" href="http://viewer.zmags.com/publication/7dc712e2?page=2"> </a> <a title="TOTAL BRAND SUMMER 14 page 3" href="http://viewer.zmags.com/publication/7dc712e2?page=3"> </a> <a title="TOTAL BRAND SUMMER 14 page 4" href="http://viewer.zmags.com/publication/7dc712e2?page=4"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 5" href="http://viewer.zmags.com/publication/7dc712e2?page=5"> </a> <a title="TOTAL BRAND SUMMER 14 page 6" href="http://viewer.zmags.com/publication/7dc712e2?page=6"> | TOTAL BRAND LICENSING A Total Licensing Gr</a> <a title="TOTAL BRAND SUMMER 14 page 7" href="http://viewer.zmags.com/publication/7dc712e2?page=7"> </a> <a title="TOTAL BRAND SUMMER 14 page 8" href="http://viewer.zmags.com/publication/7dc712e2?page=8"> </a> <a title="TOTAL BRAND SUMMER 14 page 9" href="http://viewer.zmags.com/publication/7dc712e2?page=9"> </a> <a title="TOTAL BRAND SUMMER 14 page 10" href="http://viewer.zmags.com/publication/7dc712e2?page=10"> | TOTAL BRAND LICENSING NEW DEAL FOR “THE REAL D</a> <a title="TOTAL BRAND SUMMER 14 page 11" href="http://viewer.zmags.com/publication/7dc712e2?page=11"> </a> <a title="TOTAL BRAND SUMMER 14 page 12" href="http://viewer.zmags.com/publication/7dc712e2?page=12"> | TOTAL BRAND LICENSING MICHELANG</a> <a title="TOTAL BRAND SUMMER 14 page 13" href="http://viewer.zmags.com/publication/7dc712e2?page=13"> </a> <a title="TOTAL BRAND SUMMER 14 page 14" href="http://viewer.zmags.com/publication/7dc712e2?page=14"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 15" href="http://viewer.zmags.com/publication/7dc712e2?page=15"> </a> <a title="TOTAL BRAND SUMMER 14 page 16" href="http://viewer.zmags.com/publication/7dc712e2?page=16"> | TOTAL BRAND LICENSING SAFETY FIRST! The succes</a> <a title="TOTAL BRAND SUMMER 14 page 17" href="http://viewer.zmags.com/publication/7dc712e2?page=17"> </a> <a title="TOTAL BRAND SUMMER 14 page 18" href="http://viewer.zmags.com/publication/7dc712e2?page=18"> | TOTAL BRAND LICENSING OPRAH ON NEWTEA LINE IN </a> <a title="TOTAL BRAND SUMMER 14 page 19" href="http://viewer.zmags.com/publication/7dc712e2?page=19"> </a> <a title="TOTAL BRAND SUMMER 14 page 20" href="http://viewer.zmags.com/publication/7dc712e2?page=20"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 21" href="http://viewer.zmags.com/publication/7dc712e2?page=21"> Finally to Liz Lange, a successful designer who b</a> <a title="TOTAL BRAND SUMMER 14 page 22" href="http://viewer.zmags.com/publication/7dc712e2?page=22"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 23" href="http://viewer.zmags.com/publication/7dc712e2?page=23"> NEWS | GOODYEAR BRANDED SHOES TO LAUNCH INTHE US</a> <a title="TOTAL BRAND SUMMER 14 page 24" href="http://viewer.zmags.com/publication/7dc712e2?page=24"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 25" href="http://viewer.zmags.com/publication/7dc712e2?page=25"> NEWS | KNOCKOUT IN SINGER AND DOWNTON NEWS Knock</a> <a title="TOTAL BRAND SUMMER 14 page 26" href="http://viewer.zmags.com/publication/7dc712e2?page=26"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 27" href="http://viewer.zmags.com/publication/7dc712e2?page=27"> At TSBA we work with large corporate brands to bu</a> <a title="TOTAL BRAND SUMMER 14 page 28" href="http://viewer.zmags.com/publication/7dc712e2?page=28"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 29" href="http://viewer.zmags.com/publication/7dc712e2?page=29"> maintaining the brand. But the real (market) valu</a> <a title="TOTAL BRAND SUMMER 14 page 30" href="http://viewer.zmags.com/publication/7dc712e2?page=30"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 31" href="http://viewer.zmags.com/publication/7dc712e2?page=31"> launched her range of Kellogg’s character based c</a> <a title="TOTAL BRAND SUMMER 14 page 32" href="http://viewer.zmags.com/publication/7dc712e2?page=32"> | TOTAL BRAND LICENSING From Historic Past t</a> <a title="TOTAL BRAND SUMMER 14 page 33" href="http://viewer.zmags.com/publication/7dc712e2?page=33"> reference Goodyear’s roots and comes in premium l</a> <a title="TOTAL BRAND SUMMER 14 page 34" href="http://viewer.zmags.com/publication/7dc712e2?page=34"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 35" href="http://viewer.zmags.com/publication/7dc712e2?page=35"> BY BECKY ASH | </a> <a title="TOTAL BRAND SUMMER 14 page 36" href="http://viewer.zmags.com/publication/7dc712e2?page=36"> | TOTAL BRAND LICENSING What was the reasoning b</a> <a title="TOTAL BRAND SUMMER 14 page 37" href="http://viewer.zmags.com/publication/7dc712e2?page=37"> might encourage new followers/sup- porters to the</a> <a title="TOTAL BRAND SUMMER 14 page 38" href="http://viewer.zmags.com/publication/7dc712e2?page=38"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 39" href="http://viewer.zmags.com/publication/7dc712e2?page=39"> “Of course the dotcom bubble burst and it would h</a> <a title="TOTAL BRAND SUMMER 14 page 40" href="http://viewer.zmags.com/publication/7dc712e2?page=40"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 41" href="http://viewer.zmags.com/publication/7dc712e2?page=41"> ny focuses on innovative products that are though</a> <a title="TOTAL BRAND SUMMER 14 page 42" href="http://viewer.zmags.com/publication/7dc712e2?page=42"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 43" href="http://viewer.zmags.com/publication/7dc712e2?page=43"> categories around the world,” confirms Anderson.”</a> <a title="TOTAL BRAND SUMMER 14 page 44" href="http://viewer.zmags.com/publication/7dc712e2?page=44"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 45" href="http://viewer.zmags.com/publication/7dc712e2?page=45"> large side of the business, and includes big reta</a> <a title="TOTAL BRAND SUMMER 14 page 46" href="http://viewer.zmags.com/publication/7dc712e2?page=46"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 47" href="http://viewer.zmags.com/publication/7dc712e2?page=47"> Coca-Cola Licensing will be celebrating the 100th</a> <a title="TOTAL BRAND SUMMER 14 page 48" href="http://viewer.zmags.com/publication/7dc712e2?page=48"> | TOTAL BRAND LICENSING of material. These inclu</a> <a title="TOTAL BRAND SUMMER 14 page 49" href="http://viewer.zmags.com/publication/7dc712e2?page=49"> development initiatives. The Kenmore brand is ove</a> <a title="TOTAL BRAND SUMMER 14 page 50" href="http://viewer.zmags.com/publication/7dc712e2?page=50"> | TOTAL BRAND LICENSING 2014, E</a> <a title="TOTAL BRAND SUMMER 14 page 51" href="http://viewer.zmags.com/publication/7dc712e2?page=51"> CASE STUDY | </a> <a title="TOTAL BRAND SUMMER 14 page 52" href="http://viewer.zmags.com/publication/7dc712e2?page=52"> | TOTAL BRAND LICENSING TOILETRY RANGE FROM LAUR</a> <a title="TOTAL BRAND SUMMER 14 page 53" href="http://viewer.zmags.com/publication/7dc712e2?page=53"> PROFILE | </a> <a title="TOTAL BRAND SUMMER 14 page 54" href="http://viewer.zmags.com/publication/7dc712e2?page=54"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 55" href="http://viewer.zmags.com/publication/7dc712e2?page=55"> image … it is because they have heard of Penthous</a> <a title="TOTAL BRAND SUMMER 14 page 56" href="http://viewer.zmags.com/publication/7dc712e2?page=56"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 57" href="http://viewer.zmags.com/publication/7dc712e2?page=57"> product or service categories that is often done </a> <a title="TOTAL BRAND SUMMER 14 page 58" href="http://viewer.zmags.com/publication/7dc712e2?page=58"> | TOTAL BRAND LICENSING licensors </a> <a title="TOTAL BRAND SUMMER 14 page 59" href="http://viewer.zmags.com/publication/7dc712e2?page=59"> cessfully. Consumers often don’t accept that a br</a> <a title="TOTAL BRAND SUMMER 14 page 60" href="http://viewer.zmags.com/publication/7dc712e2?page=60"> | TOTAL BRAND LICENSING is unaware that the lice</a> <a title="TOTAL BRAND SUMMER 14 page 61" href="http://viewer.zmags.com/publication/7dc712e2?page=61"> areas and to license successfully you have to beg</a> <a title="TOTAL BRAND SUMMER 14 page 62" href="http://viewer.zmags.com/publication/7dc712e2?page=62"> | TOTAL BRAND LICENSING Jane Evans: I believe th</a> <a title="TOTAL BRAND SUMMER 14 page 63" href="http://viewer.zmags.com/publication/7dc712e2?page=63"> </a> <a title="TOTAL BRAND SUMMER 14 page 64" href="http://viewer.zmags.com/publication/7dc712e2?page=64"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 65" href="http://viewer.zmags.com/publication/7dc712e2?page=65"> censing company in Turkey. In Russia, at the mome</a> <a title="TOTAL BRAND SUMMER 14 page 66" href="http://viewer.zmags.com/publication/7dc712e2?page=66"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 67" href="http://viewer.zmags.com/publication/7dc712e2?page=67"> </a> <a title="TOTAL BRAND SUMMER 14 page 68" href="http://viewer.zmags.com/publication/7dc712e2?page=68"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 69" href="http://viewer.zmags.com/publication/7dc712e2?page=69"> </a> <a title="TOTAL BRAND SUMMER 14 page 70" href="http://viewer.zmags.com/publication/7dc712e2?page=70"> | TOTAL BRAND LICENSING item thro</a> <a title="TOTAL BRAND SUMMER 14 page 71" href="http://viewer.zmags.com/publication/7dc712e2?page=71"> Continued from page 65 of modern football in St.</a> <a title="TOTAL BRAND SUMMER 14 page 72" href="http://viewer.zmags.com/publication/7dc712e2?page=72"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 73" href="http://viewer.zmags.com/publication/7dc712e2?page=73"> nesses worldwide. In the Construction & Do-It-You</a> <a title="TOTAL BRAND SUMMER 14 page 74" href="http://viewer.zmags.com/publication/7dc712e2?page=74"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 75" href="http://viewer.zmags.com/publication/7dc712e2?page=75"> on licensing programmes are returned to the museu</a> <a title="TOTAL BRAND SUMMER 14 page 76" href="http://viewer.zmags.com/publication/7dc712e2?page=76"> | TOTAL BRAND LICENSING Frank Pick whose energy </a> <a title="TOTAL BRAND SUMMER 14 page 77" href="http://viewer.zmags.com/publication/7dc712e2?page=77"> ing program includes home furnishings, decorative</a> <a title="TOTAL BRAND SUMMER 14 page 78" href="http://viewer.zmags.com/publication/7dc712e2?page=78"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 79" href="http://viewer.zmags.com/publication/7dc712e2?page=79"> wedding gifts, ceramics and printed ephemera from</a> <a title="TOTAL BRAND SUMMER 14 page 80" href="http://viewer.zmags.com/publication/7dc712e2?page=80"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 81" href="http://viewer.zmags.com/publication/7dc712e2?page=81"> will increasingly be spent on fragrances and beau</a> <a title="TOTAL BRAND SUMMER 14 page 82" href="http://viewer.zmags.com/publication/7dc712e2?page=82"> | TOTAL BRAND LICENSING Elizabeth Taylor’s Passi</a> <a title="TOTAL BRAND SUMMER 14 page 83" href="http://viewer.zmags.com/publication/7dc712e2?page=83"> Levine released his duo of scents Adam Levine for</a> <a title="TOTAL BRAND SUMMER 14 page 84" href="http://viewer.zmags.com/publication/7dc712e2?page=84"> | TOTAL BRAND LICENSING need to stay innovative.</a> <a title="TOTAL BRAND SUMMER 14 page 85" href="http://viewer.zmags.com/publication/7dc712e2?page=85"> </a> <a title="TOTAL BRAND SUMMER 14 page 86" href="http://viewer.zmags.com/publication/7dc712e2?page=86"> | TOTAL BRAND LICENSING </a> <a title="TOTAL BRAND SUMMER 14 page 87" href="http://viewer.zmags.com/publication/7dc712e2?page=87"> adopted would assist the licensee to com- ply wit</a> <a title="TOTAL BRAND SUMMER 14 page 88" href="http://viewer.zmags.com/publication/7dc712e2?page=88"> | TOTAL BRAND LICENSING in a balanced scorecard </a> <a title="TOTAL BRAND SUMMER 14 page 89" href="http://viewer.zmags.com/publication/7dc712e2?page=89"> innovation to adopt within the existing program. </a> <a title="TOTAL BRAND SUMMER 14 page 90" href="http://viewer.zmags.com/publication/7dc712e2?page=90"> | TOTAL BRAND LICENSING THE LAST PAGE INDEX OF </a> <a title="TOTAL BRAND SUMMER 14 page 91" href="http://viewer.zmags.com/publication/7dc712e2?page=91"> The 100 most valuable brands in Subscribe </a> <a title="TOTAL BRAND SUMMER 14 page 92" href="http://viewer.zmags.com/publication/7dc712e2?page=92"> </a> <a title="TOTAL BRAND SUMMER 14 page 93" href="http://viewer.zmags.com/publication/7dc712e2?page=93"> You can subscribe, fr</a>