Mar 4711 Lecture Notes - Lecture 6: Anheuser-Busch, Lsu Tigers Football, Intellectual Property
Document Summary
Licensing: value-adding process that provides revenue-generating opportunities via the conveyance of the right to use another org"s intellectual properties for commercial purposes. Intellectual properties: intangible assets for which an org can claim ownership. Trademarks: registered identifiers which can be protected using existing laws e. g. : brand names nike. Generally brands only make 10% profit off of wholesale prices. Brand rights protect everything from the logo to colors to font size. If someone uses a brand w/o approval and the owner of the copyright fails to take any action against using the copyright laws, then they could risk the right of the copyright for the brand. She gave an example about anheuser busch using ucf colored cans without their permission. When ucf tried to do something about it, it would have cost way too much to pursue a lawsuit. Pretty much it was like anheuser laughed about it .
