3M Cobranding evaluation

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3M Cobranding evaluation

  1. 1. JointmarketingLicensedmerchandiseThird partyNOYESNOYESNOYESNOYESNOYESNOYESYESNOWhat does thislicensing scenariolook like? Click belowto see examples.PrivatelabelingSponsorshipFair useIngredientbrandingFourth partyJoint venture32Who is manufacturingthe product?If it is 3M, by thetime it reachesthe end-user, isit still 100%a 3M product?Is the 3M producta componentor part of the finalproduct?Are both 3Mand anothercompanymanufacturingthe product?Is a companyother than3M entirelymanufacturing theproduct?Are themanufacturer brandand the sellerbrand both visibleon the product?Is the 3M productbeing placed intoan intermediatepackage (e.g.,case or kit), andthe 3M primarypackage intact?Is the 3Mcomponentidentified bya logo?Under what brand isthe product sold?Who is selling theproduct?• Third party (dealers,distributors, applicators,converters)• Joint marketing• Licensed merchandise,if the non-3M logois merely decorative• Private labeling, if onlythe seller brand is visible• Retailer, if only 3Mbrand is visible• Not private labeling,just a particulardistribution andsales approach.The 3Mproductwas consumedor depleted inmanufacturingIs the 3Mproduct orcomponentbeing resoldto anothermanufacturer?• Ingredient branding• Fair use• Fourth party, where3M sells to a dealer,distributor, applicatoror converter who thenresells to anotherOEM manufacturer• The 3M productwas consumed inmanufacturing• Joint venture,if equity is involved• Private labeling, where3M is the seller andanother company isthe manufacturerWhat is the businessrelationship?4YesYesYesNo, noneYes, should reflect 3Mprimary packagingNoYesNo reason to use 3MtrademarksNoNoNo reason to use 3MtrademarksYesYes, but not themanufacturer’s logoMay 3M logos ortrademarks be used?5Evaluating co-branding and licensing relationshipsKey questions1What elementsare involved?Are onlycommunicationsinvolved?Are products,services andpackagingpart of thepicture?KeyDependent on legal agreementand level of sponsorship3M does not provide testimonialsto suppliers or customers3M may use endorsements, butgenerally does not provide themDependent on legal agreementLogo prominence determinedby legal agreement and eachparty’s marketing investmentLogo use as appropriate forthe 3M product without thelicensed trade dress elementNo 3M logos or trademarks, bydefinition of private labelingDependent on retailer agreementNo 3M trademarks shouldbe visible on any new packagingthat the third party creates, onlyon the 3M primary packagingwithin the case or kitLogo use is determined bylegal agreement with the hostcompany; only StrategicBrands and trademarks maybe ingredient brandsNo 3M trademark (logo ortrademark name) isrepresentedCannot use the 3M logo orany brand names in marketing,unless they contact 3Mdirectly and establish anapproved licensing agreement3M logo use is determined bylegal agreement and equitystakeOnly 3M trademarks are usedWhat is the 3M policyor standard?6 7PrivatelabelingRetailerCould be:• Sponsorship• Testimonial• EndorsementYesNoNoNO = No licensingrelationship exists,based on theanswers providedand the path takenYESNOYESNONOYES

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