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National Research University Higher School of EconomicsStudent ThesesBrands Portfolio Forming in the Market of Licensing Agreements

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Asiiat Gadaborsheva
Brands Portfolio Forming in the Market of Licensing Agreements
Management
(Bachelor’s programme)
2017
In the modern world, brand plays an important role in the promotion of goods and services. After paying attention to these things, an average consumer decides in a favor of which product he will make a choice. A well-presented brand is able to attract the customer on his side. To build a successful business and make the company more recognizable, companies must be able to manage a portfolio of brand. The conclusion of license agreements contributes to the development of the company to roll out on the international level. This is an effective method to enhance the competitiveness and expansion of brand influence, which explains the relevance of the topic of this final qualifying work.

The objectives of this work are the formulation of the basic features of a brands portfolio and development of recommendations for its successful formation. In the process of writing this work, the following objectives were achieved:

1. key aspects of forms of license agreements and types payments for them were identified, as well as the main preconditions for the development of this area in general ;

2. the analysis of the success of the largest licensor in the world was conducted ("The Walt Disney Company");

3. the main differences in the development of the licensing market of Russia and international practice were identified;

4. the analysis of the decision-making of large companies in the preparation of a portfolio of brands was conducted;

5. recommendations on formation of a portfolio of brands aimed at increasing the level of development of the Russian entrepreneurs on the international level were developed.

In the main part of the work provided with a detailed analysis of the effectiveness of the world's largest licensor, the experience of the output of foreign and Russian companies on the international level. The developed practical recommendations to the formation of the portfolio of brands can be used in practice of branding in international companies.

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