Trademarketing Resources
Traditional Licensed Products

In the corporate trademark licensing business, there are two broad categories of licensed products. The first category of products is traditional licensed products. Examples of traditional licensed products are items such as logo’d tee-shirts and caps, collectible items like plates and mugs, and toys and replicas like die-cast and plastic automobiles. These products are generally of low unit value, and appeal to the purchaser because the purchaser has an affinity for the brand or logo, not because the brand or logo on the product is believed by the purchaser to make the product itself better. In other words, the person who purchases a cap with a Chevy logo on it doesn’t believe that the cap is any better than other caps on the market, but buys the cap to proudly display their affinity for the brand.

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