CASE STUDY Diana, Princess of Wales, Memorial Fund Brief Diana Princess of Wales Memorial Fund employed Intangible Business to evaluate the opportunity in the US market for the application of the Diana brand in specified market sectors including fine writing, jewellery, fragrance, glassware, ornaments and personal stationery. Approach The size of the market opportunity was evaluated and the potential value available to the Diana brand identified. Each of the main players in each of the market segments were assessed to determine suitable licensing partners. A number of factors including portfolio analysis, market knowledge, channels of distribution and modus operandi were evaluated. Intangible Business determined the value of the opportunity available and the potential risk to achi

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