Vocab 1
The ongoing decision-making process about the use of brands
Branding
All the combined impressions and experiences associated with a particular company, good, or service
Brand
Legal protection of original works and intellectual properties granted by the government to give their creators sole rights to them
Copyright
The name and/or symbol used by a business
Logo
A phrase that is easy to remember
Slogan
Approval by a reputable external source
Endorsement
The foundation for the licensing process is
a. manufacturing.
b. sponsorship.
c. trademarked property.
d. the fans.
c. trademarked property.
Target pays a fee to the WBNA to have some of its players come to the store for an autograph-signing session. This is an example of
a. licensing.
b. sponsorship.
c. retailing.
d. branding.
b. sponsorship.
An item that features only the logo of the manufacturer and not another company’s trademark
Branded product
A percentage of actual sales that a licensee pays to a licensor
Royalties
The fee a licensee pays up front to use trademarked property
Guarantee
Which of the following is an example of branded merchandise:
a. Kylian Mbappé cleats
b. NCAA Allstate Sugar Bowl
c. LeBron James jersey
d. Nike sweatshirt
d. Nike sweatshirt
Which of the following is a licensee:
a. Monday Night Football
b. The Masters Tournament
c. Wrigley Field
d. Nintendo
d. Nintendo
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
An agreement that allows one company to use the trademarked property of another company to manufacture and sell its own products
Licensing
A symbol, design, or word used to identify a good or service and registered with the government to prevent use by others
Trademarked property
Gatorade pays a fee to track-and-field athlete Sydney McLaughlin to appear in its television commercials. This is an example of
a. licensing.
b. sponsorship.
c. endorsement.
d. branding.
c. endorsement.
Which of the following companies is a licensor that holds the rights to trademarked property:
a. Champ’s Sporting Goods
b. The New York Yankees
c. adidas
d. Upper Deck
b. The New York Yankees
An organization or company that holds the rights to trademarked property
Licensor
A company that wants to manufacture and sell products using trademarked property
Licensee
A company that manufactures products using trademarked property is known as a
a. licensee.
b. licensor.
c. retailer.
d. union.
a. licensee.
Which of the following is an example of a licensed product:
a. NASCAR earrings
b. Converse shoes
c. Wheaties cereal box featuring an athlete
d. John Deere Classic golf tournament
a. NASCAR earrings