This document discusses branding and licensing. It defines key branding concepts like brand, trademark, brand identity, and brand personality. It explains how branding builds customer loyalty and financial value. Licensing is defined as allowing another company to use a brand name for a fee. Licensors grant licenses and licensees pay for rights to use the licensor's property. Licensed merchandise can include many product categories. The licensor and licensee must be careful to select brands and products that match the intended image.

1. BRANDING AND
LICENSING
How am I influenced?

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

3. Brand Alphabet

4. Brand name
 A word, letters or numbers representing a
brand that can be spoken

5. Trademark
 A device that legally
identifies ownership of a
registered brand or trade
name

6. Brand identity
 Consistent feeling or image that consumers
recognize when encountering a brand

7. Choosing the Color for your
Brand

8. Brand Personality
 Attaching human traits to a brand name

9. Brand equity
 The value a brand has
 Developed over years of promoting a brand
name

10. Good
Brand/
Bad
Brand

11. Same
Brand
Different
Product
s

12. Same
Brand
Different
Product
s

13. REbranding

18. 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

20. 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

21. 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

26. In the past,
 Most licensed goods could be purchased only
at the event venue.

27. Today,
 Licensed merchandise is made available
through many channels of distribution

28. The licensor must be careful:
 To select products that reflect the image its
brand name has in the public eye

29. 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