Design, trademark and patent are intellectual properties that influence each other and become the core assets and ultimate commercial weapons of the companies. Brand extensions may be the most visible means of exploiting intangibles. Businesses with great brands can license their names and logos, or franchise their operations, or co-brand with noncompetitive, strategically suited partners. Lets have a look at how great brands are exploiting their intellectual value. Nike, Inc. is a major publicly traded sportswear and ep16_t_17shoequipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world’s leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment. The success of Nike brand was rooted in trademark protection, design and high technology in the footwear. Nike utilized design patents and trademarks to protect the core value of the brands. Over the last three decades Nike had thousands of U.S. intellectual property rights covering components features and designs used in various athletic and leisure shoes. the Air Technology which was licensed from NASA in group. Nike right to make and sell footwear and related goods. In 1997 some of the air technology patents had expired and competitors swamped into the market with similar technology.The remaining air technology and continuation-in-part patents will remain enforceable until 2026. Key point is that Nike keeps following an established policy of filing patent application whenever possibly and utilizes to improve the value of brands. For trademarks, Nike treated the Nike trademarks as the most valuable assets and had registered them over 100 countries. Nike always defended the trademarks against any infringement vigorously.
Warner Bros. Consumer Products drove revenues in 2007 by tapping into its portfolio of perennial classics, including Batman, Superman, Hanna- Barbera, Scooby-Doo, and Looney Tunes. Sales efforts were also supported by global licensing opportunities for the theatrical release of Harry Potter and the Order of the Phoenix. The Harry Potter brand was taken to a new level with the announcement of a one-of-a-kind theme park, the Wizarding World of Harry Potter, set to open at Universal Studios, Florida.
Whirlpool Corp.
Whirlpool Corp is the world’s leading manufacturer and marketer of major home appliances, with annual sales of more than $18 billion, more than 73,000 employees, and more than 70 manufacturing and technology research centers around the world. The company markets Whirlpool, Maytag, Kitchen Aid, Jenn-Air, Amana, Brastemp, Bauknecht, and other major brand names to consumers in nearly every country around the world. Its acquisition of Maytag in 2006 gave Whirlpool a licensing program that comprises strategic, equity-driven brand extension licenses across its entire brand portfolio: Maytag, Jenn-Air, Amana, Admiral, and Magic Chef. Existing licensees continue to expand their businesses in appliances, outdoor grills,heating/air-conditioning and other home product
offerings
Coca-Cola
Key sales drivers for Coca-Cola merchandise in 2007 were retail programs in lounge wear, drink ware, and the lip balm categories. Also launched last year was Coca-Cola’s first collection of merchandise made from recycled PET bottles (RPET). The new collection uses RPET plastic from bottles to produce eco-friendly apparel and accessories with plans for aggressive expansion into hardliners with a focus on back-to school, dorm living, and plus categories. This sustainability program gives PET bottles an “after life” by transforming them into products that consumers use every day and reinforces the company’s commitment to environmental sustainability. Retailer interest is described as “enthusiastic,” and is expected to be sustained by a major activation on Earth Day 2008. Coke merchandise will continue to focus on products that representa shared aspirational lifestyle with an emphasis on design and story telling.
Playboy
Playboy continues to focus its efforts in opening Playboy fashion stores in key markets around the world. It currently has eight stores in London, Hong Kong, Kuala Lumpur, Las Vegas(two), Melbourne, Auckland, and Bangkok, and plans to open at east three stores a year over the next three years. In terms of product, Playboy is focusing on building new categories. This will continue the development made with the recent launches of the mens wear collection, which kicked off in Bloomingdale’s in the United States in October 2007, and building sub-brands such as the Playboy Physical collection, and the premium Icon collection – both of which launched at the London store when it opened last autumn.
FERRARI
Last year saw new license deals with Dynastar and Lange for skis and accessories and with Biciclo for mens, womens and childrens bikes. Among the new product lines developed by the existing Ferrari licensees-Puma, Mattel, Lego, Acer, and Vertu among them-were special edition watches from Panerai dedicated to Ferrari’s 60th anniversary, and a new mobile phone from Motorola. Consumer products bearing the Ferrari name range from eyewear, pens, pencils, perfume, clothing,and mobile phones to laptop computers.
