Competency 6.00 Project
3
Sports and Entertainment Marketing I Summer 2003 94 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 y ou 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.
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Transcript of Competency 6.00 Project
8/6/2019 Competency 6.00 Project
http://slidepdf.com/reader/full/competency-600-project 1/2
Sports and Entertainment Marketing ISummer 2003
94
6.00 Project
LICENSING
Create a fictitious business. You will need to develop for this business the
following:
Name of businessBrand identityDesign, logo, or symbolBrand imageTrademarkTrade 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 yourcompany?
2. How does the trade character “fit” the business and the image you areportraying?
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 howyou 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 willbenefit as licensees.
8/6/2019 Competency 6.00 Project
http://slidepdf.com/reader/full/competency-600-project 2/2
Sports and Entertainment Marketing ISummer 2003
95
6.00 Project
LICENSING EVALUATION FORM
Please circle one number for each of the following competencies/indicators and placethe number in the space provided to the right, then total.
Evaluation CriteriaExcellent
(A)Good
(B)Fair(C)
Poor(D/F)
Score
Name of business
Combines impressionsand experiences
associated with a specificcompany
5
Attempts to combineimpressions and
experiences associatedwith a specific company
but needs furtherdescription
4
Attempts to combineimpressions and
experiencesassociated with a
specific company withinaccuracies
3
Does not combine animpressions and
experiencesassociated with aspecific company
2 or below
Brand identity
The design, logo orsymbol accurately
reflects the company andis supported by rationale
10
The design, logo orsymbol accurately
reflects the company butnot supported by
rationale
9
The design, logo orsymbol somewhat
reflects the companyand is supported by
some rationale
8
The design, logo, orsymbol does not
reflect the companyand lacks supporting
rationale
7 or below
Brand image
Accurately reflects thebusiness’ quality, price
and value
10
Partially reflects thebusiness’ quality, price
and value
9
Little reflection of thebusiness’ quality, price
and value
8
No reflection of thebusiness’ quality, price
and value
7 or below
Trademark
Clearly identifies anddistinguishes company
from others
10
Identifies but cannot bedistinguished from other
companies
9
Inaccurately identifiesand cannot be
distinguished fromother companies
8
Does not identify andcannot be
distinguished fromother companies
7 or below
Trade character
Accurately representsbrand name
5
Somewhat representsbrand name
4
Inaccuratelyrepresents brand
name
3
Does not representbrand name
2 or below
Answer #1
Thoroughly answers allparts of the question
12, 11
Minor errors which do notdistract from the overall
answer
10
Lacking detail withsome parts missing
9
Vague and elusive,difficult to understand
8 or below
Answer #2
Thoroughly answers allparts of the question
12, 11
Minor errors which do notdistract from the overall
answer
10
Lacking detail withsome parts missing
9
Vague and elusive,difficult to understand
8 or below
Answer #3
Thoroughly answers allparts of the question
12, 11
Minor errors which do notdistract from the overall
answer
10
Lacking detail withsome parts missing
9
Vague and elusive,difficult to understand
8 or below
Answer #4
Thoroughly answers allparts of the question
12, 11
Minor errors which do notdistract from the overall
answer
10
Lacking detail withsome parts missing
9
Vague and elusive,difficult to understand
8 or below
Answer #5Thoroughly answers all
parts of the question
12, 11
Minor errors which do notdistract from the overall
answer
10
Lacking detail withsome parts missing
9
Vague and elusive,difficult to understand
8 or below
Comments: TotalScore:
