199class10

199class10 - SBUS 199 March 6, 2007 SPORTS, BUSINESS AND...

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Unformatted text preview: SBUS 199 March 6, 2007 SPORTS, BUSINESS AND SOCIETY INSTRUCTOR: WHITNEY WAGONER SBUS 199 March 6, 2007 READ SBJ FOR THURSDAY MLB Ticket Sales cover & p.28 Alyssa Milanos MLB Apparel Line p.6 New Womens Soccer League p.5 SBUS 199 March 6, 2007 LICENSING BASICS What is a trademark? A word, logo or package design, or combination of both, used by a manufacturer or merchant to identify its goods and distinguish them from others. SBUS 199 March 6, 2007 LICENSING BASICS VALUE CHAIN Licensor = Trademark Owner (U of O) Licensee = Manufacturer (Nike) Retailer = Buys from Licensee (Footlocker) Consumers = Buys from Retailer (You) 1. Licensee sells to retailer for $10 2. Retailer sells to consumer for $20 3. Licensor receives royalty on the $10 (Average royalty range is 7% - 15%) 4. Powerful licensor can charge an additional pay-to-play fee and/or a minimum royalty guarantee SBUS 199 March 6, 2007 TOP RETAILERS LICENSED GOODS WalMart Kmart Finish Line Lids Champs Sears SBUS 199 March 6, 2007...
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199class10 - SBUS 199 March 6, 2007 SPORTS, BUSINESS AND...

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