The goal of this paper is to examine whether and how brand licensing can be an appropriate marketing tool for the development of a brand strategy in footwear SMEs. The article is based on a qualitative research methodology by adopting the multiple case study approach. Main results shows that licensing proves to be effective and that a multi-stage process of development exist that is common within footwear SMEs using brand licenses.

• Meri Travaglini(University Polytechnic of Marche, Italy)
• Silvio Cardinali(University Polytechnic of Marche, Italy)
• Gian Luca Gregori(University Polytechnic of Marche, Italy)