Mastering Strategic Management
Fashionistas instantly recognize the trademark red sole of Christian Louboutin’s high-end shoes.
Wikimedia Foundation – CC BY-SA 3.0.
Trademarks are important to colleges and universities. Schools earn tremendous sums of money through royalties on T-shirts, sweatshirts, hats, backpacks, and other consumer goods sporting their names and logos. On any given day, there are probably several students in your class wearing one or more pieces of clothing featuring your school’s insignia; your school benefits every time items like this are sold.
Schools’ trademarks are easy to counterfeit, however, and the sales of counterfeit goods take money away from colleges and universities. Not surprisingly, many schools fight to protect their trademarks. In October 2009, for example, the University of Oklahoma announced that it was teaming with law enforcement officials to combat the sale of counterfeit goods around its campus (Ward, 2009). This initiative and similar ones at other colleges and universities are designed to ensure that schools receive their fair share of the sales that their names and logos generate.
Table 4.7 Trademarks An organization’s trademarks consist of phrases, pictures, names, or symbols that are closely associated with
the organization. Some examples and key issues surrounding trademarks are illustrated below.
4.3 Intellectual Property 124