This document appears to be evaluating different licensing and co-branding relationship scenarios for 3M products. It asks a series of yes or no questions to determine the nature of the relationship, and provides guidance on 3M policies regarding logo and trademark use for different scenarios. Key questions addressed include what elements are involved in the relationship beyond just communications, who is manufacturing and selling the product, and whether 3M logos and trademarks can be used. The document aims to help understand what various licensing relationships might look like.

1. Joint
marketing
Licensed
merchandise
Third party
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
YES
NO
What does this
licensing scenario
look like? Click below
to see examples.
Private
labeling
Sponsorship
Fair use
Ingredient
branding
Fourth party
Joint venture
32Who is manufacturing
the product?
If it is 3M, by the
time it reaches
the end-user, is
it still 100%
a 3M product?
Is the 3M product
a component
or part of the final
product?
Are both 3M
and another
company
manufacturing
the product?
Is a company
other than
3M entirely
manufacturing the
product?
Are the
manufacturer brand
and the seller
brand both visible
on the product?
Is the 3M product
being placed into
an intermediate
package (e.g.,
case or kit), and
the 3M primary
package intact?
Is the 3M
component
identified by
a logo?
Under what brand is
the product sold?
Who is selling the
product?
• Third party (dealers,
distributors, applicators,
converters)
• Joint marketing
• Licensed merchandise,
if the non-3M logo
is merely decorative
• Private labeling, if only
the seller brand is visible
• Retailer, if only 3M
brand is visible
• Not private labeling,
just a particular
distribution and
sales approach.
The 3M
product
was consumed
or depleted in
manufacturing
Is the 3M
product or
component
being resold
to another
manufacturer?
• Ingredient branding
• Fair use
• Fourth party, where
3M sells to a dealer,
distributor, applicator
or converter who then
resells to another
OEM manufacturer
• The 3M product
was consumed in
manufacturing
• Joint venture,
if equity is involved
• Private labeling, where
3M is the seller and
another company is
the manufacturer
What is the business
relationship?
4
Yes
Yes
Yes
No, none
Yes, should reflect 3M
primary packaging
No
Yes
No reason to use 3M
trademarks
No
No
No reason to use 3M
trademarks
Yes
Yes, but not the
manufacturer’s logo
May 3M logos or
trademarks be used?
5
Evaluating co-branding and licensing relationships
Key questions
1What elements
are involved?
Are only
communications
involved?
Are products,
services and
packaging
part of the
picture?
Key
Dependent on legal agreement
and level of sponsorship
3M does not provide testimonials
to suppliers or customers
3M may use endorsements, but
generally does not provide them
Dependent on legal agreement
Logo prominence determined
by legal agreement and each
party’s marketing investment
Logo use as appropriate for
the 3M product without the
licensed trade dress element
No 3M logos or trademarks, by
definition of private labeling
Dependent on retailer agreement
No 3M trademarks should
be visible on any new packaging
that the third party creates, only
on the 3M primary packaging
within the case or kit
Logo use is determined by
legal agreement with the host
company; only Strategic
Brands and trademarks may
be ingredient brands
No 3M trademark (logo or
trademark name) is
represented
Cannot use the 3M logo or
any brand names in marketing,
unless they contact 3M
directly and establish an
approved licensing agreement
3M logo use is determined by
legal agreement and equity
stake
Only 3M trademarks are used
What is the 3M policy
or standard?
6 7
Private
labeling
Retailer
Could be:
• Sponsorship
• Testimonial
• Endorsement
Yes
No
No
NO = No licensing
relationship exists,
based on the
answers provided
and the path taken
YES
NO
YES
NO
NO
YES