Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing /

Bibliographic Details
Call Number:Libro Electrónico
Main Author: Santo, Avi (Author)
Format: Government Document Electronic eBook
Language:Inglés
Published: Austin : University of Texas Press, 2015.
Edition:First edition.
Series:Texas film and media studies series.
Subjects:
Lone Ranger > (Fictitious character)
Product management.
License agreements.
Character merchandising.
Branding (Marketing)
Produits commerciaux > Gestion.
Accords sur les licences.
Marchandisage de personnages.
Stratégie de marque.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
PERFORMING ARTS / Radio / History & Criticism
Online Access:Texto completo
Table of Contents:
  • Hi-Yo licensing
  • Putting on the mask : character licensing before the Lone Ranger
  • Building the franchise one market at a time : the Lone Ranger's extra-textual career in the late 1930s
  • The Lone Ranger and the law : the construction of corporate authorship
  • Containing the ranger : postwar cultural (re)branding and the industrial logics of containment
  • Managing a legend : the troubled career of the Lone Ranger as heritage brand
  • The Lone Ranger and the Mouse House together at last? : new twenty-first-century partnerships in the licensing biz
  • Parting shots.

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