Directly after signing a brand license for luggage, National Geographics announced another license. This is for an equally important category, outdoor gear/camping equipment.
National Geographic signed with American Rec and its subsidiary Canadian Recreation Products as outdoor gear licensee for the brands National Geographic and National Geographic Explored.
The territory is North America.
The license runs for a couple of years.
Camping, hiking and other outdoor gear will be available in fall.
While Nissan is considering the relaunch of its old brand Datsun, another car manufacturer has lost an old brand.
In a legal fight through various courts since 2007, French Peugeot had tried to prevent another company from using the dormant brand Simca.
The main reason for its loss, Peugeot hadn’t used the brand Simca for ages. And although European law follows “registered first”, there is also a legal duty to use your trademark rights!
This is especially important for everyone, considering the purchase and relaunch of a ghost brand. Make sure, the rights you are about to acquire still exists.
We’ve said it before, cellphones are the new sunglasses. Meaning, as an image product, cellphones have replaced shades at the top.
As a result of that trend, many brands – mostly from luxury and fashion – have flocked to license cellphones or at the higher end smartphones.
Now another brand, an early adopter of brand licensing, is introducing a smartphone, Caterpillar. Caterpillar successfully licensed for example shoes and watches before.
Matching the brand, the CAT cellphone is shock resistant and protected against dust and water.
The product was introduced at Cebit in Hannover, Germany.
As reported by many media, Calvin Klein takes European licenses back in house. Calvin Klein buys the licenses held by Warnaco apparel and accessories and retail stores in Europe by 2013.
PVH International will establish a dedicated team to operate the ck Calvin Klein apparel and accessories businesses.
With its purchase of Tommy Hilfiger, PVH got a European team. That team is now in charge of cK as well.
Calvin Klein, Tochter der PVH, kauft seine Europa-Lizenzen für Bekleidung, Accessoires und Mono-Marken-Stores zurück.
Lizenznehmer ist noch bis 2013 die Amerikanische Warnaco.
Im Zuge der Akquisition von Tommy Hilfiger hatte Warnaco ein Europäisches Management Team bekommen. Dies soll nun ein Team für cK Calvin Klein in Europa aufbauen und führen.
Die Motivation ist klar. Das Verhältnis Markenbekanntheit zu Markenbesitz dürfte bei Calvin Klein in Europa deutlich schlechter sein als in den USA. Ob das allein dem Lizenznehmer angelastet werden kann ist fraglich.
Zwar ist die Marke auch in Europa durch globale Lizenzprodukte wie Uhren, Duft und Kosmetika sowie deren Werbung gestützt wie in den USA. Allerdings hat den Europäischen Verbrauchern zum Beispiel noch niemand den Unterschied zwischen cK (Bridge-Label) und Calvin Klein (Designer-Label) und die damit verbundene Preisdifferenz erklärt.
Der dafür nötige Kommunikationsaufwand ist beträchtlich und der Erfolg fraglich.
Nicht umsonst gab Dolce & Gabbana das Unterfangen auf und verabschiedete sich von dem Sub-Label D&G.
