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Branding and licensing

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.

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Branding and licensing

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  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 BrandDifferent Products

  12. Same BrandDifferent Products

  13. REbranding

  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. 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

  16. 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

  17. In the past, • Most licensed goods could be purchased only at the event venue.

  18. Today, • Licensed merchandise is made available through many channels of distribution

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

  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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