• Le porte-conteneurs EVER CHAMPION - IMO 9293765 - quittant Le Havre après une escale au quai des Amériques

    Le porte-conteneurs EVER CHAMPION - IMO 9293765 - quittant Le Havre après une escale au quai des Amériques

    Vue

  • Le porte-conteneurs ELISABETH SCHULTE - IMO 9231482 - en opérations commerciales quai de l'Europe au Havre

    Le porte-conteneurs ELISABETH SCHULTE - IMO 9231482 - en opérations commerciales quai de l'Europe au Havre

    Vue

  • Le navire vraquier ANDREAS K - IMO 7632436 - descendant la Seine chargé de céréales à l'exportation

    Le navire vraquier ANDREAS K - IMO 7632436 - descendant la Seine chargé de céréales à l'exportation

    Vue

  • Le general cargo MONA S - IMO 8302210 - en opération commerciale chez TTS à Dunkerque

    Le general cargo MONA S - IMO 8302210 - en opération commerciale chez TTS à Dunkerque

    Vue

  • Le navire porte hélicoptères français MISTRAL L9013 en escale dans sa ville marraine du Havre en Avril 2010.

    Le navire porte hélicoptères français MISTRAL L9013 en escale dans sa ville marraine du Havre en Avril 2010.

     

     

    Vue

  • Le BSE MONGE - A601 - remontant la Seine en direction de Rouen pour participer à l'ARMADA 2013

    Le BSE MONGE - A601 - remontant la Seine en direction de Rouen pour participer à l'ARMADA 2013

    Vue

  • Le voilier NRP SAGRES II remontant la Seine pour participer à l'ARMADA 2013 à Rouen

    Le voilier NRP SAGRES II remontant la Seine pour participer à l'ARMADA 2013 à Rouen

    Vue

  • Le porte-conteneurs MAERSK SEMBAWANG - IMO 9315226 - contraint d'escaler au Havre après avoir essuyé une tempête

    Le porte-conteneurs MAERSK SEMBAWANG - IMO 9315226 - contraint d'escaler au Havre après avoir essuyé une tempête

    Vue

  • Le navire multimissions en offshore SIEM DAYA 1 - IMO 9660102 - en escale à Rouen

    Le navire multimissions en offshore SIEM DAYA 1 - IMO 9660102 - en escale à Rouen

    Vue

  • Le bateau musée DUCHESSE ANNE amarré à l'année à Dunkerque

    Le bateau musée DUCHESSE ANNE amarré à l'année à Dunkerque

    Vue

  • Le porte-conteneurs CSAV CHACABUCO - IMO 9295957 - en escale au Havre

    Le porte-conteneurs CSAV CHACABUCO - IMO 9295957 - en escale au Havre

    Vue

  • La drague CRISTOBAL COLON - IMO 9429572 - en escale technique au chantier naval de Dunkerque

    La drague CRISTOBAL COLON - IMO 9429572 - en escale technique au chantier naval de Dunkerque

    Vue

  • Le general cargo BOE OCEAN - IMO 8602385 - en attente d'ordre à Dunkerque

    Le general cargo BOE OCEAN - IMO 8602385 - en attente d'ordre à Dunkerque

    Vue

  • Le ferry MAERSK DUNKERQUE - IMO 9293076 - quittant Dunkerque pour Douvres

    Le ferry MAERSK DUNKERQUE - IMO 9293076 - quittant Dunkerque pour Douvres

    Vue

  • La défunte

    La défunte "usine flottante" CHL PROGESSOR - IMO 8130681 - déchargeant en sac à Dunkerque du sucre chargé en vrac dans l'hémisphère sud

    Vue

  • Le porte-conteneurs BUNGA SEROJA SATU - IMO 9315379 - en escale au Havre

    Le porte-conteneurs BUNGA SEROJA SATU - IMO 9315379 - en escale au Havre

    Vue

  • Le porte-conteneurs BANGKOK EXPRESS - IMO 9252553 - en escale quai des Amériques au Havre

    Le porte-conteneurs BANGKOK EXPRESS - IMO 9252553 - en escale quai des Amériques au Havre

    Vue

  • Le navire vraquier (DOUN KISEN) STAR LILY - IMO 9370422 - remontant la Seine en direction des silos céréales de Rouen

    Le navire vraquier (DOUN KISEN) STAR LILY - IMO 9370422 - remontant la Seine en direction des silos céréales de Rouen

    Vue

  • Le navire frigorifique (Bonanza) CRYSTAL PEONY - IMO 8224432 - en escale

    Le navire frigorifique (Bonanza) CRYSTAL PEONY - IMO 8224432 - en escale "technique" au Havre

    Vue

 

Have you ever noticed that on a shelf crowded with look-alike products, it is the products that bear images of well-known characters and artistic creations that catch the eye? Strip cartoons (Astérix), actors (Charlie Chaplin), pop stars (Britney Spears), sports celebrities (Tiger Woods), famous paintings (Mona Lisa), buildings (Eiffel Tower) and statutes (Manneken Pis), and many other images appear on a whole range of products, such as t–shirts, toys, stationary items, coffee mugs, posters, cereals, canned foods, soft drinks, children’s ready meals, dairy products, confectionery, key chains, etc. This is known in legal jargon as merchandising of intellectual property (IP) rights. Note that in common business parlance, “merchandising” refers to a whole range of allied activities that improve access to and visibility of products, such as designing of shop layout, proper window displays, product groupings, etc. However, this article deals only with the merchandising of IP rights.

The merchandising of IP rights can be a lucrative addition to a business strategy. It is an important way to improve the visibility and appeal of products on display in retail outlets. However, successful merchandising attracts copiers and imitators, who produce counterfeit products. Skillful use of the tools of the IP system helps businesses relying on merchandising to prevent or deal effectively with such violations of IP rights.

Why consider merchandising?

Merchandising of IP rights can be a flourishing business for many enterprises, either to enter new domains of use of their existing IP assets (through licensing out); or to market and/or advertise their products and services by exploiting the popularity of other’s IP (through licensing in).

For enterprises that own IP assets, licensing out3 to potential merchandisers may provide them the following benefits:

    • First of all, licensing out IP rights (such as brands, designs, or artworks) to other companies can generate lucrative license fees and royalties. It also allows a business to enter new product categories in a relatively risk-free and cost-effective way. Cadillac cars, for example, licensed its name for use on leather goods. Different companies paid 5 to 10% of wholesale selling price. Similarly, an artist could license the copyright in an artistic work to others to reproduce, sell and distribute his work on merchandised products.
    • Merchandising is also an invaluable marketing tool, as it increases the merchandiser’s brand exposure, enhances the brand’s image, and leads it to new markets. For sport teams, for example, merchandising helps foster a sense of belonging amongst their fans, who feel proud to wear their team’s merchandised goods, such as t-shirts and caps.
    • Merchandising may also be an effective tool to attract sponsorship for special events, as it strengthens the association between the sponsor’s brand and the event. It is common for organizers of football matches, art exhibitions, music concerts, benefit dinners, etc. to authorize sponsors to manufacture and sell merchandise that bears the event’s trademark or symbol.

 

Advantages for the licensee, on the other hand, include:

  • Companies that manufacture low-priced mass goods, such as coffee mugs, candies or t-shirts, may make their products more eye-catching, glamorous, fun and attractive by using a well-known brand, famous character, artistic work, or other appealing element on them. Truly, breakfast cereals that feature Harry Potter have more purchasing power than those without any image.
  • Companies that launch a new product on the market may advertise their product by associating it with a personality or fictional character in whose reflected light it will appear more attractive. Who wouldn’t be tempted to buy Nike tennis shoes if André Agassi praises them?

 

More information here.

 

 

Article 27.

  • (1) Everyone has the right freely to participate in the cultural life of the community, to enjoy the arts and to share in scientific advancement and its benefits.
  • (2) Everyone has the right to the protection of the moral and material interests resulting from any scientific, literary or artistic production of which he is the author.

Article 27 from the Universal Declaration of Human Rights.

 

Note for those interested in the reuse of the pictures on this site:

All photographs on this site are tagged in hard. The author does not object to their re-use as long as the source from which they are extracted remains in a visible and unambiguous manner as to their author and their origin. It should also be noted that the images used are for illustration purposes only.

Mots-clés: Copyright, Right to reuse pictures, Code of intellectual property

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