6.02 Discuss Product Licensing

Licensing _______to copy name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called_________ A _______is the rights-holder of the name, logo, or trademark

Licensing (con’t) A _________is company paying for permission to use the name, logo, or trademark Well-known licensees include: 1. 2.

Licensing (con’t) Licensed products are manufactured by licensees under an agreement with a_______ Licensees can have a significant impact on a licensor’s perception among_______

Licensing (con’t) A ______issued to another company that will manufacture, market, and sell the licensed products

Licensing (con’t) Licensing provides greater ______, _________, and _________for the licensor

Licensor The _______ approves the product and collects the licensing fees and royalties

Licensor (con’t) Companies typically pay between ___and ___ percent of wholesales in the form of royalties

Character Versus Corporate Licensing A sports or entertainment entity permits a licensee to use their_____, _____ or ________ for a fee

Character Versus Corporate Licensing (con’t) Give an example:

Character Versus Corporate Licensing (con’t) A corporation permits a licensee to use the corporate image of name for a _____

Advantages of Licensing Advantages for Licensor a. Enhanced company _____and ________ b. Increased ______ from royalties. c. Increased brand _________ or recognition d. ________ opportunity for penetrating new markets

Advantages of Licensing (con’t) e. Limited manufacturing _______ or risks Advantages for Licensee a. Existing _______ awareness or recognition b. Lower _______ and promotional costs

Advantages of Licensing (con’t) c. Increased possibility of _______ and _________ d. ________ with an athlete, sports team, entertainer, or corporation

Disadvantages of Licensing Disadvantage for licensor a. Potential for _____ quality of a licensee’s manufactured products b. Partial relinquishment of control over the ________of the brand

Disadvantages of Licensing (con’t) Disadvantages for licensee: a. Athlete, entertainer, or corporation may lose _______. b. Sports teams may suffer _______ c. Change in _____, ______, and consumer preferences

Disdvantages of Licensing (con’t) d. Royalties and licensing fees can be ______ e. Manufacturing ______ and risks f. _________ can drive up costs associated with fees and royalties

Disadvantages of Licensing (con’t) g. Competition can cause a _________ impact on market share

Impact of Licensing on Consumers Increased opportunity to associate with an _______, sports team, entertainer, or corporation Increased supply of available ________

Impact of Licensing on Consumers (con’t) Competition can result in lower ______, new ________ and better _____.

Bootlegging Bootlegging is ____________ use of a name, logo, or trademark of a league, athlete, sports team, entertainer, film, TV show or character Bootlegging reduces the _____ of the licensors and legitimate licensees

Bootlegging (con’t) Bootlegging can result in poor quality products for consumers, which will _______ brand loyalty