Licensing
Types of Branding
Branding Strategies
Why Do It?
100
An agreement that allows a company to pay a fee to a team, event, etc. for the right to affiliate itself with that team, event, etc.
Sponsorship
100
Brands owned by intermediaries (middlemen).
Ex: Walmart = Great Value Water
Private Branding
100
Customers’ allegiance to a particular brand
Loyalty or Brand Loyalty
100
This person narrated the “Why Do It?” campaign to show how pushing past limits can inspire the next generation.
Tyler the Creator
200
Organization or company that holds the rights to trademarked property.
Licensor
200
A Brand for which the maker assumes all the responsibility of branding.
Ex: Nike, Starbucks, Adidas
Manufacturer Brand
200
The brand strategy of using successful brands to introduce new products.
Extension or Brand Extension
200
This Brazilian football star appeared in Nike’s “Why Do It” campaign to highlight confidence, fearless creativity, and performing under pressure
Vinicius Junior or Vini Jr.
300
Company that wants to manufacture and sell products using trademarked property.
Licensee
300
A category of brands in which one brand is used for a group of related products in a product line.
Ex: Kraft & Coach
Family Brand
300
The stage of brand loyalty in which consumers become aware of a brand and know about it.
Recognition or Brand Recognition
300
This young tennis champion was featured to showcase rising talent and a never-quit mindset.
Hint: #1 Tennis Player in World
Carlos Alcaraz
400
Is the fee a licensee pays up front to use the trademarked property. It’s a figure based on expected sales.
Guarantees
400
A category of brands in which different brands are used for products owned by one company.
Example: Pepsi Company, Air Jordans
Individual Brand
400
A branding strategy in which marketers create a certain image or impression of a brand as compared to competitors’ brands.
Positioning or Brand Positioning
400
This powerful NFL running back represented resilience and comeback strength in the “Why Do It?” message.
Saquon Barkley
500
A percentage of the actual sales.
Once the guarantee is paid off, licensors start receiving this, usually anywhere from 5–15%.
Royalties
500
A brand strategy that involves businesses joining forces for mutual benefit and to increase brand recognition.
Ex: 
Co-Branding
500
The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee.
Licensing or Brand Licensing
500
These two U.S. track athletes joined the campaign to show the joy and energy behind relentless training.
Need Both Names!!!
Tara & Hunter Woodhall
