Branding and licensing

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Branding and licensing

  1. 1. BRANDING ANDLICENSINGHow am I influenced?
  2. 2. Brand - A name, word or symbol design thatidentifies an organization and its products
  3. 3. Brand Alphabet
  4. 4. Brand name A word, letters or numbers representing a brand that can be spoken
  5. 5. Trademark A device that legally identifies ownership of a registered brand or trade name
  6. 6. Brand identity Consistent feeling or image that consumers recognize when encountering a brand
  7. 7. Choosing the Color for yourBrand
  8. 8. Brand Personality Attaching human traits to a brand name
  9. 9. Brand equity The value a brand has Developed over years of promoting a brand name
  10. 10. GoodBrand/BadBrand
  11. 11. SameBrandDifferentProducts
  12. 12. SameBrandDifferentProducts
  13. 13. REbranding
  14. 14. 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
  15. 15. 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
  16. 16. Licensing agreements can apply tojust about any product Clothing Accessories Toys Sports equipment Food Credit cards Video games Household items Souveniers Amusement park rides
  17. 17. In the past, Most licensed goods could be purchased only at the event venue.
  18. 18. Today, Licensed merchandise is made available through many channels of distribution
  19. 19. The licensor must be careful: To select products that reflect the image its brand name has in the public eye
  20. 20. 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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