1. 6.02 Discuss Product Licensing

2. 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

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

4. 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_______

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

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

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

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

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

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

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

12. 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

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

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

15. 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

16. 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

17. 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

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

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

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

21. 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

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