Lesson 1 Slides-Branding

LESSON 6.1 Branding & Licensing Trademark LESSON 6.1

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Branding

LESSON 6.1

In 2011, the NCAA paid $17.2 million to secure the registered trademark for the phrase “March Madness”

In 2013, hip hop star Pharrell Williams filed a lawsuit against fellow hip hop star will.i.am of the Black Eyed Peas over the phrase “i am” after will.i.am. allegedly sent Pharrell a cease and desist letter informing him that he owns the rights to all things with an "I Am" element when Pharrell launched a YouTube channel called I Am Other

A federal appeals court ruled in 2013 that video game maker Electronic Arts must face legal claims by college players that they unfairly used athlete images without permission and/or compensation

Anthony Davis, standout freshman on the NCAA champion Kentucky Wildcats basketball team, trademarked the phrases “Fear the Brow” and “Raise the Brow” just prior to being selected first in the NBA Draft, a reference to his connected eyebrows

Organizations will go to great lengths to protect the brand from a legal perspective

According to Michael Napolitano, Licensing Director for Major League Baseball, Major League Baseball spends millions of dollars per year on trademark protection

According to the Oregonian: “Adidas is well known for aggressively guarding the logo it's used for more than 55 years. It has pursued at least 325 infringement matters in the United States, including 35 lawsuits and 45 settlement agreements, according to court records.”
In the summer of 2011, Adidas filed suit against a small California footwear company (Radii Footwear) for trademark infringement, claiming two of Radii’s lifestyle sneakers infringe on the distinctive three stripes synonymous with the Adidas brand

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