As all IP professionals know, building and protecting a brand can be an arduous but fruitful endeavor. And formulating a successful brand strategy often incorporates a variety of forms of IP protection. Such comprehensive strategies are especially important when dealing with multi-national brands.
In our most recent Anaqua Leadership Webinar, “Building & Licensing a Global Brand”, David Gooder, Managing Director and Chief Trademark Counsel for Jack Daniel’s, discussed the combination of trademark protection, brand protection, and licensing that supports this globally iconic brand. He starts by asking viewers, why license at all?
- Brand Building: Licensing leads to
marketing benefits for an organization by expanding the brand’s reach across
different markets. Jack Daniel’s also has a media placement program which helps
build an emotional connection between the brand and consumers. This has led to unexpected
trademark benefits such as using product placements to prove reputation and
fame in certain cases.
- Brand Protection: Licensing is an
important part of trademark protection in more than one way. Jack Daniel’s has
built non-core trademark rights that currently cover over 23 classes of
protection. The company uses the mark in those classes by either making and
marketing products themselves or licensing others to do the same.
- Brand Profit: Licensing can be a highly
profitable operation. In the case of Jack Daniel’s, total sales of
licensed merchandise crossed over $100 million, making the licensing program
itself bigger than some of the company’s other brands.
To access this webinar on-demand, click here.
To learn more about how Anaqua enables leading companies like Jack Daniel’s with advanced IP Management Solutions, visit www.anaqua.com