Creating and Using the Relationships Between Brand and Customers: The Case of Licensing and Brand Alliances

The brand is an intangible asset in terms of marketing that creates a relationship with customers. The brand is a source of added value. Thanks to its reputation it enables customers to distinguish between the marketing offers. The brand equity can be created new or taken from an old brand or a resurrected brand. When it is created it can be used for a single brand or associated with other brands through licenses or brand alliances. JEL code: M31