Gordon Ramsay is a great chef. That is his number 1 core equity. He also has bags of energy and enthusiasm which makes him appealing to the consumer. That is core equity 2. Restaurants where core equity 1 should be demonstrated will lose their appeal if the chef distances himself too far from them. Hence [...]

The trouble with licensing a celebrity is that you are dealing with a human being. Apart from Licensingpages employees we have never seen any perfect humans. More often than not something will happen or come out of the closet to disrupt a well-crafted licensing programme. in some cases once the drama has subsided things can [...]