Author: admin

Man muss nicht alles selber tun, manchmal soll man es nicht.

Unter der Marke Xerox erscheinen nun Faxgeräte in Lizenz.
Zur Erinnerung, das Kopieren wurde von Xerox erfunden und in den USA spricht man immer noch von “to xerox”, wenn man eine Kopie anfertigt.

Mit dem Anstieg von Email- Kommunikation und naher rechtlicher Gültigkeit derselben ist absehbar, dass die Kommunikation via Fax rückläufig sein wird. Daher ist es sinnvoll für Xerox diesen zukünftig schrumpfenden Markt in die Hände eines Lizenznehmers zu legen.
Für diesen wiederum ist die Absender-Marke Xerox erfolgversprechender, als sein eigener unbekannter Firmenname.

Via Lizenzen erweitert Diesel sein Angebot für Zuhause. Zusätzlich zu Heimtex gibt es zukünftig auch Lampen und Möbel.
Bereits lizenziert sind auch Brillen, Parfum, Uhren, etc.

Diesel expands its home offerings through licenses for lamps and furnitures. This is in addition to already licensed eyewear, fragrance, home textile, watches, etc.

We always have been doubtful about celebrity licensing,
especially when the person is still alive. That adds the
risk of brand damaging behaviour to the mostly exaggerated
cost.

Now even the NY Post and USA Today write about recent
difficulties in celebrity licensing and endorsements
respectively.

If you are looking for a license, we recommend a stable,
famous, reliable, premium brand.

Here is a Blog we enjoy reading:

Brandland USA

For example, the article about Kraft’s new logo is excellent.

But when he recommends licensing for municipal services, the author, Garland Pollard, falls into a common trap. He raises too many and too high hopes. Because the income potential of such licensing programs is very limited.

In 2005 NYC Marketing centralized the licensing of NYPD, FDNY and others. They started a fairly big campaign requesting proposals.

The whole effort failed miserably, mostly because of totally exaggerated expectations regarding royalty rates and guaranteed advances.

In addition, NYC Marketing has almost no power to enforce the use of its trademarks.
If you ever walked the streets of NY, you have seen hundreds of street vendors and stores offering NYPD t-shirts, caps, sweaters and even badges. Who believes, that they all pay royalties?

And there is another important issue at hand.

If your local police department floods the street with merchandise and
everyone can wear PD-labeled clothes and accessories, how do you recognize the real cop?

A police logo is supposed to give the wearing person authority.
If everyone can wear it, the authority is gone.

The same is true for FBI, CIA, Army and other agencies, that enforce the power of state.