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Licensing is a legal agreement in which a brand owner (licensor) grants use of its brand name or marks to another company (licensee).
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For sports properties, a brand makeover may be necessary when perceptions of poor performance or quality exist.
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Relocating a sports property to another location creates a unique problem for sports not present with other brands.
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Product extensions outside the core product category typically pose lower risks of failure because the new product taps into the brand's strength, such as popularity or high perceived quality.
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For sports teams, another consideration for creating a logo is if a mascot can be created that will fit well with the logo.
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A brand is a name, term, design, symbol or any other feature that identifies a seller's good or service.
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A brand does not have financial value for an organization since it is an intangible that cannot be inventoried.
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In choosing a brand name, contrast is desirable, but sometimes it is not achieved, such as the case with all of the teams that use Cardinals as part of their name.
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