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
Brand
Different
Product
s

12. Same
Brand
Different
Product
s

13. REbranding

18. 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

20. 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

21. 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

26. In the past,
 Most licensed goods could be purchased only
at the event venue.

27. Today,
 Licensed merchandise is made available
through many channels of distribution

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

29. 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