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Vocabulary 1.06

TermDefinition
Copyright Legal protection of original works and intellectual properties granted by the government to give their creator sole rights to them.
Naming Rights A financial transaction and form of advertising whereby a corporation or other entity purchases the right to name a facility or event, typically for a defined period of time.
Endorsement A form of testimonial from someone that indicates that they like or approve of a product
Guarantee The fee a licensee pays up front in order to use trademarked property
Licensing Permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty.
Licensee A company that wants to manufacture and sell products using trademarked
Licensor An organization or company that holds the rights to trademarked property
Logo The name and/or symbol used by a business
Royalties A percentage of actual sales that a licensee pays to a licencor, usually anywhere from 5 to 15 percent
Slogan A phrase that is easy to remember and represents a company or a product
Sponsorship An agreement that allows a company to pay a fee to a team or an event for the right to affiliate itself with that team or event
Trademark A symbol, design, or word used ti identify a good or service and registered with the government to prevent use by others
Brand Awareness Extent to which a brand is recognized b potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a pr
Brand Image The consumers beliefs about the company and/or its goods or services often in terms of quality, price, and value.
Brand Equity The perception of added value a product has as a result of its brand
Brand loyalty The extent of the faithfulness of consumers to a particular brand
Created by: miguelflako
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