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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. - PowerPoint PPT Presentation
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BRANDING AND LICENSINGHow 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
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