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TLL’s Guide to Trademark/Brand-based Properties

The range of corporate brands with licensing programs is enormous. We break out some of the larger sub-groups, including automotive/vehicle, food/beverage, restaurants, sporting goods, hardware/appliance/tool, home-related, electronics/technology, and electronic media. Retail brands, diet/health brands, luggage brands, and additional brand-based properties are aggregated under “Other.” Large as this sector is, much licensing in this area is “invisible” and difficult to estimate.

Click to view Retail Sales of Licensed Merchandise, Based on Trademark/Brand Properties.

Representative properties—Automotive/Vehicle: BMW, Cadillac, Caterpillar, Chevrolet, Chrysler, Corvette, Dodge, Ferrari, Ford Motor, Harley-Davidson, Hummer, Jaguar, Jeep, John Deere, Kawasaki, Mack Truck, Mercedes Benz, Mustang, Porsche, Winnebago.

Food/Beverage: Arm & Hammer, Betty Crocker, Blue Diamond, Budweiser, Campbell’s, Cheerios, Chiquita, Coca-Cola, Coors, Corona, Del Monte, Dr Pepper/Snapple, Godiva, Green Giant, Hershey, Jack Daniel’s, Jim Beam, Kahlua, Keurig, M&Ms, Miller, Mountain Dew, Nathan’s, Nestle, Oreo, Pepsi-Cola, Pillsbury, Reese’s, Special K, Sunkist, Sun-Maid, Welch’s.

Restaurants: Baja Fresh, Baskin-Robbins, Boston Market, Burger King, California Pizza Kitchen, P.F. Chang’s, Cinnabon, Claim Jumper, Dunkin Donuts, Fazoli’s, Jamba Juice, La Tasca, McDonald’s, Red Robin, Starbucks, Subway, Taco Bell, TGI Friday’s, White Castle.

Sporting goods: Body Glove, Browning, Coleman, Dunlop, Everlast, Polaris, Rawlings, RealTree, Remington, Smith & Wesson, Spalding, Wilson, Winchester, Under Armour.

Hardware/Appliance/Tools: Black & Decker, Craftsman, DeWalt, Honeywell, Maytag, Snap-On, Stanley, Sunbeam, Westinghouse, Whirlpool.

Home-related: Croscill, Farberware, Fiesta, Mikasa, Mr. Clean, Pfaltzgraff, Rubbermaid, Waverly, Woolite.

Electronics/Technology: AT&T, Apple, Emerson, GE, IBM, Phillips, Polaroid, RCA, Timex, Verizon, Westinghouse, Xerox.

Electronic media: Animal Planet, Discovery Channel, ESPN, HGTV, Food Network.

Other: American Kennel Club, American Tourister, Armor All, Dr. Scholl’s, Eveready, Jenny Craig, Linens ‘n Things, Samsonite, Scotts MiracleGro, Sharper Image, Toys ‘R’ Us, Weight Watchers.

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