branding and licensing

BRANDING AND LICENSING

How am I influenced?

Brand - A name, word or symbol design that identifies an organization and its products

Brand Alphabet

Brand name A word, letters or numbers representing

a brand that can be spoken

Trademark A device that legally

identifies ownership of a registered brand or trade name

Brand identity

Consistent feeling or image that consumers recognize when encountering a brand

Choosing the Color for your Brand

Brand Personality

Attaching human traits to a brand name

Brand equity

The value a brand has Developed over years of promoting a

brand name

Good Brand/Bad Brand

Same BrandDifferent Products

Same BrandDifferent Products

REbranding

Importance of Branding

Helps identify the companies and goods and services

Builds customer loyalty More likely to trust new products Will pay higher price for brand name

products Financial value through licensing

Licensing

Allowing another company to use a brand-name, patent, or any other item for a fee or royalty

Licensor – the company or individual granting the license for a fee in this legally binding contract

Licensee – the company or individual paying for the rights to use the licensor’s name or property

Licensed merchandise/products – can legally bear the name, logo, or other characteristics of the licensor

Licensing agreements can apply to just about any product

Clothing Accessories Toys Sports equipment Food Credit cards Video games Household items Souveniers Amusement park rides

In the past,

Most licensed goods could be purchased only at the event venue.

Today,

Licensed merchandise is made available through many channels of distribution

The licensor must be careful: To select products that reflect the image

its brand name has in the public eye

The licensee must be careful to: Select the right events, leagues, teams

and/or individuals for their products – for example:

Olympic games – prestigous/high profile globally

Winning teams and players Award winning entertainers Blockbuster movie stars Celebrities with a positive image