Even though it is one of the most recognized brand names in the world, this consumer products company doesn’t skimp on quality. With name recognition second to none, it could be easy for Disney Consumer Products to rest on that name when it comes to marketing toys associated with the Disney brand. But that is far from how the company runs its business, according to Vince Klaseus, senior vice president of global toys.
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For the consumer products division of CBS, tailoring programs to fit each property has been the key to success. It doesn’t take long to understand the basic reason CBS Consumer Products has been thriving since its creation three years ago. It represents some of the most well known properties in entertainment history. But the people working in the division know it takes more than a popular title to make a successful merchandising program.
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Working with its sister divisions and licensing partners are helping the consumer products division of Sony Pictures Entertainment support key initiatives for film and TV properties. Creating a successful marketing campaign and product line is never an easy process, no matter how renowned the brand. However, Sony Pictures Consumer Products (SPCP) has shown it has what it takes to support each Sony Pictures Entertainment property that comes its way.
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The licensing division for one of the most successful brands in the world is gearing up for a significant anniversary celebration and ramping up its eco-friendly focus. In two years, Coca-Cola will be celebrating its 125th anniversary, and as a brand, there is a lot to celebrate. For Kate Dwyer and her team, the company’s global licensing division, there is a lot to do to get ready.
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Even the biggest brands in the world can benefit from an effective licensing agreement. There was a time when a cable television network didn’t put too much thought into its brand identity outside of the new fall lineup it trotted out every year. Gradually, those networks, along with a host of other big name brand products, have taken advantage of the licensing programs implemented by companies like the New York City-based Joester Loria Group.
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