6.00 Project LICENSING Create a fictitious business.

You will need to develop for this business the following: Name of business Brand identity Design, logo, or symbol Brand image Trademark Trade character Answer the following questions about your business: 1. Provide the rationale for the design, logo, or symbol you created. What about your design will make customers remember your company? 2. How does the trade character fit the business and the image you are portraying? 3. Have you created a logo or trademark that will be difficult to bootleg? Explain. 4. Now that you have created an identity for your business, explain how you can ensure another company will not take your idea and symbols? 5. List two businesses that may be interested in licensing your name, logo, or trademark. Have students explain why these businesses will benefit as licensees.

Sports and Entertainment Marketing I Summer 2003 94

6.00 Project LICENSING EVALUATION FORM

Please circle one number for each of the following competencies/indicators and place the number in the space provided to the right, then total.
Evaluation Criteria Excellent (A)
Combines impressions and experiences associated with a specific company

Good (B)
Attempts to combine impressions and experiences associated with a specific company but needs further description 4 The design, logo or symbol accurately reflects the company but not supported by rationale 9 Partially reflects the business quality, price and value 9 Identifies but cannot be distinguished from other companies

Fair (C)
Attempts to combine impressions and experiences associated with a specific company with inaccuracies 3 The design, logo or symbol somewhat reflects the company and is supported by some rationale 8 Little reflection of the business quality, price and value 8 Inaccurately identifies and cannot be distinguished from other companies 8 Inaccurately represents brand name 3 Lacking detail with some parts missing

Poor (D/F)
Does not combine an impressions and experiences associated with a specific company

Score

Name of business

Brand identity

5 The design, logo or symbol accurately reflects the company and is supported by rationale

2 or below The design, logo, or symbol does not reflect the company and lacks supporting rationale 7 or below No reflection of the business quality, price and value 7 or below Does not identify and cannot be distinguished from other companies 7 or below Does not represent brand name

Brand image

10 Accurately reflects the business quality, price and value 10 Clearly identifies and distinguishes company from others

Trademark

10 Accurately represents brand name

9 Somewhat represents brand name

Trade character
5 Thoroughly answers all parts of the question 4 Minor errors which do not distract from the overall answer 10 Minor errors which do not distract from the overall answer 10 Minor errors which do not distract from the overall answer 10 Minor errors which do not distract from the overall answer 10 Minor errors which do not distract from the overall answer 10

2 or below Vague and elusive, difficult to understand

Answer #1
12, 11 Thoroughly answers all parts of the question

9 Lacking detail with some parts missing

8 or below Vague and elusive, difficult to understand

Answer #2
12, 11 Thoroughly answers all parts of the question

9 Lacking detail with some parts missing

8 or below Vague and elusive, difficult to understand

Answer #3
12, 11 Thoroughly answers all parts of the question

9 Lacking detail with some parts missing

8 or below Vague and elusive, difficult to understand

Answer #4
12, 11 Thoroughly answers all parts of the question

Answer #5 Comments:

9 Lacking detail with some parts missing

8 or below Vague and elusive, difficult to understand

12, 11

8 or below

Total Score:

Sports and Entertainment Marketing I Summer 2003 95