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6.02 Discuss Product Licensing
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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
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Licensing (con’t) A _________is company paying for permission to use the name, logo, or trademark Well-known licensees include: 1. 2.
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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_______
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Licensing (con’t) A ______issued to another company that will manufacture, market, and sell the licensed products
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Licensing (con’t) Licensing provides greater ______, _________, and _________for the licensor
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Licensor The _______ approves the product and collects the licensing fees and royalties
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Licensor (con’t) Companies typically pay between ___and ___ percent of wholesales in the form of royalties
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Character Versus Corporate Licensing
A sports or entertainment entity permits a licensee to use their_____, _____ or ________ for a fee
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Character Versus Corporate Licensing (con’t)
Give an example:
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Character Versus Corporate Licensing (con’t)
A corporation permits a licensee to use the corporate image of name for a _____
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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
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Advantages of Licensing (con’t)
e. Limited manufacturing _______ or risks Advantages for Licensee a. Existing _______ awareness or recognition b. Lower _______ and promotional costs
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Advantages of Licensing (con’t)
c. Increased possibility of _______ and _________ d. ________ with an athlete, sports team, entertainer, or corporation
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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
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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
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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
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Disadvantages of Licensing (con’t)
g. Competition can cause a _________ impact on market share
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Impact of Licensing on Consumers
Increased opportunity to associate with an _______, sports team, entertainer, or corporation Increased supply of available ________
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Impact of Licensing on Consumers (con’t)
Competition can result in lower ______, new ________ and better _____.
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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
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Bootlegging (con’t) Bootlegging can result in poor quality products for consumers, which will _______ brand loyalty
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