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Cindy Holmes Director: Trademarks & Licensing

UCLA

Identifying and Exploiting Your University’s Unique Opportunities:

International Trademark Licensing is Not Just for Big Schools

Louis Lee Managing Director

Interasia & Associates

@ICLALicensing #ICLAWS15

Concerning Issues for

International Licensing

Company Background

• Licensing agent for Asia Pacific Territory

• Offer Consulting, Marketing, Management

services

• Specializing in Brand licensing and

development

• Over 20 years of market experience

Considerations

• What is the goal and objective?

• What do you expect to achieve?

• How much do you understand the

international market?

• How much resources do you have

available?

Challenges

• Different target consumer groups Who are the target consumers?

• Brand relevance and awareness • Why do consumers want to buy your brand?

• Do consumers recognize your brand?

• Market competitors • Who are your competitive brands?

Opportunities

• Create strong “brand” recognition in alliance with other universities together

• Market “American College Culture” as a brand identity

• Partner with local strong private label brands to enter the market through their existing retail presence (brick & mortar stores)

• Leverage on fast growing Internet distribution (E-Commerce virtual stores)

• Work with local “sister” schools focusing on campus students and alumni based consumers

American Campus Collection

American Campus Collection

Conclusion

• Recognize the international market is

different

• There must be a bigger “perspective”

than just financial income

• You must trust your agent expertise if you

do not have the resources or knowledge

• You must have a realistic expectation

@ICLALicensing #ICLAWS15

Cindy Holmes Director: Trademarks & Licensing

UCLA

1. Campus Snap-shot

2. Mystique of Los Angeles

3. International Territories

4. Sales/Royalty

5. Investment

6. Brand & Visual Identity

7. Seasonal Collections

8. Photo Campaigns

9. Retail Concept

10. Media

Magazine and newspapers consistently rank UCLA among the top five public research universities in the United States.

More high school seniors across America submit admissions applications to UCLA each year than to any

other university; 86,500 freshman applicants were received for 5,700 spots in the fall of 2014.

2 million tourists and visitors attend UCLA events

or tour the campus each year.

UCLA holds 112 NCAA team championships, more than any other college or university. First to 100 NCAA

Championships achieved in 2007.

The Mystique of the Southern California Lifestyle…

UCLA 1976 through the eyes of Japanese tourists…

UCLA 1976 through the eyes of Japanese tourists…

International Royalty History

Gross International Royalty:

5% to marketing and brand development 6% to legal and trademark expense 26% on commission and tax Staff salaries Data management systems Code of conduct compliance

20% Net Income

Investment

Trademark Portfolio 40+ Countries

306 Active Registrations/Applications $800K cost not including 10-year renewal

Trademark Infringement Trademark Oppositions

Investment

Brand and Visual Identity: UCLA identity logo and seal used for

brand labels, tags, store marquees, advertisements, and signage..

International vs. Domestic Strategy

UCLA “Arched-Block”: This

logo is inextricably associated with

UCLA basketball tradition.

The UCLA “stamp” script : This logo is associated with the university’s rich athletic heritage

1919: Establishment date

frequently utilized as a graphic design element for products.

Other design marks and elements used in product development

Spring Summer ‘14 Collection Example

Retail Concept

Fall/Winter ‘13 Photo Campaign Concept: Surfing

Fall/Winter ‘13 Photo Campaign Concept: Surfing

Spring/Summer ‘14 Photo Campaign Concept: Campus

Spring Summer ‘14 Photo Campaign Concept: Beach

Spring Summer ‘14 Photo Campaign Concept: Baseball

China

Saudi Arabia

Kuwait

Kuwait

Dubai

United Arab Emirates

India

Australia

Niall of One Direction Kele Okereke of Bloc Party

Cristiano Ronaldo --Real Madrid

Ed Sheeran

Nina Nesbit Iker Casillas - - Real Madrid

To

Social Media- UCLA Branded

Social Media - LA Lifestyle

@ICLALicensing #ICLAWS15

Cindy Holmes Director: Trademarks & Licensing

UCLA