Brand Management


As the market for officially licensed collegiate merchandise has expanded and matured during the past quarter century, so too has the approach that many institutions have taken in managing their licensing programs. Today, trademark licensing has evolved into a more strategic component of many institution’s external marketing efforts, providing valuable consumer exposure across a wide range of retail distribution channels. The services provided by the CLC Consortium have changed throughout this evolution, allowing CLC’s clients to tap into experienced personnel, industry trends, and valuable licensing data to make informed decisions in managing their brands. As the industry continues to expand, the strategic role of licensing within each institution’s brand management function will continue to expand as well.