Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing /
Santo, Avi,
Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / Avi Santo. - First edition. - Austin : University of Texas Press, (c)2015. - 1 online resource. - Texas film and media studies series .
Includes bibliographies and index.
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.
9781477303962
Lone Ranger (Fictitious character)
Product management.
License agreements.
Character merchandising.
Branding (Marketing)
Electronic Books.
HF5415 / .S455 2015
Selling the Silver Bullet : the Lone Ranger and transmedia brand licensing / Avi Santo. - First edition. - Austin : University of Texas Press, (c)2015. - 1 online resource. - Texas film and media studies series .
Includes bibliographies and index.
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.
9781477303962
Lone Ranger (Fictitious character)
Product management.
License agreements.
Character merchandising.
Branding (Marketing)
Electronic Books.
HF5415 / .S455 2015