Sean Akaks

As someone with a rudimentary understanding of intellectual property and licensing, I found The New and Complete Business of Licensing to be a remarkably comprehensive and well-structured overview to these arenas. Danny and Greg do a great job of laying the groundwork, outlining the basics of protectable IP, the benefits and risks of licensing, and core categories of licensed properties.The book goes into detail about best practices from all vantage points – those of licensors, licensees, and agents that represent each party. These include developing a viable program as a licensor, maximizing the value of your property and protecting it from infringement, and building credibility as a licensee, among many other areas. Refreshingly, the materials included in the appendix provided me with tremendous benefit, particularly the form licensing proposals and agreements.