Licensing
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
Customers’ allegiance to a particular brand
Prominent people on social media who impact the purchase decisions of a community or audience
Influencers
This photo and video sharing app, owned by Meta, is popular for its filters, Stories, and Reels. Influencers often use it to post highlights of their lives and promote products.
Organization or company that holds the rights to trademarked property
Licensor
The brand strategy of using successful brands to introduce new products
Extension or Brand Extension
Significant word or phrase used in searches
Keyword(s)
This short-form video app is known for viral dances, comedy skits, and challenges. Users scroll through a “For You Page” that shows videos based on their interests.
Tik Tok
Company that wants to manufacture and sell products using trademarked property.
Licensee
The stage of brand loyalty in which consumers become aware of a brand and know a bit about it
Recognition or Brand Recognition
Digital Marketing that is free or unpaid
Originally launched in 2006 for 140-character messages, this platform recently rebranded with a single-letter name. It's used for breaking news, public opinions, and trending hashtags.
X or Twitter
Is the fee a licensee pays up front to use the trademarked property. It’s a figure based on expected sales.
Guarantees
A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors’ brands
These online platforms help users find websites, images, and videos by typing in keywords, with Google, Yahoo, and Bing being the most popular examples.
Search Engines
Launched in 2004, this social media platform helped connect friends and family online. It features News Feeds, Groups, and Events, and it's still one of the largest platforms in the world.
Are a percentage of the actual sales. Once the guarantee is paid off, licensors start receiving royalties, usually anywhere from 5–15%.
Royalties
The legal authorization by a brand owner to allow another company to use the brand in exchange for a fee
Licensing or Brand Licensing
A form of advertising that allows businesses to pay for increased visibility of their site
Acronym is PPC
Pay Per Click
This app became popular for sending disappearing photos and messages. It introduced features like Streaks, Lenses, and Bitmojis, and is especially popular among teens.
Snapchat