Chap012[1] - Introduction to Licensing Introduction*Third...

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Introduction to Licensing Introduction to Licensing *Third Special Case of Sponsorship * Licensing is “a Value-Adding Process that Provides Revenue-generating Opportunities via the Conveyance of the Right to Use Another Organization’s Intellectual Properties for Commercial Purposes” Intellectual Properties Intellectual Properties *Intellectual Properties – Intangible Assets for Which an Organization Can Claim Ownership *Trademarks – Registered Identifiers Which Can Be Protected Using Existing Laws *Examples: * Brand Names - Nike * Slogans – “Just Do It” * Logos – the Nike “swoosh” Key Concepts - Participants Key Concepts - Participants *Licensor *Owner of the Intellectual Property Who Conveys the Right to Use Select Intellectual Properties to the Licensee *Licensee *Entity that Is Granted Permission to Use the Intellectual Properties for Specified Marketing Activities Financial Perspective (2006) Financial Perspective (2006) *Sales of Officially Licensed Merchandise Were Estimated at $187.4 Billion
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Chap012[1] - Introduction to Licensing Introduction*Third...

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