Executive Summary
Overview of Corporate Trademark Licensing
Survey Introduction and Methodology
Organizational Structure
Responsibilities
Department Staffing
Licensing Activity
Licensing Agents
Licensing Compensation and Funding
Royalty Rates
Guarantees and Advances
Product Development Time and Contract Terms
Advertising and Marketing
Financial Contribution To Licensing
International
Accounting For Licensing
Performance Measurement
Conclusion
LIST OF FIGURES
Retail Sales Of Licensed Trademark/Brand Merchandise, By Product Category, U.S. & Canada, 2002
Retail Sales Of Licensed Trademark/Brand Merchandise By Channel Of Distribution, U.S. & Canada, 2002
Retail Sales Of Licensed Merchandise Based On Trademark/Brand Properties, U.S. & Canada, 1993-2002
Retail Sales Of Licensed Merchandise, Worldwide, By Property Type, 2001
Importance Of Corporate Trademark Licensing In Selected Worldwide Markets, 2001
Retail Sales Of Licensed Corporate Trademark-Based Merchandise, Worldwide, By Territory, 2001
Where Trademark Licensing Exists Within Corporation
Who Is The Senior Manager/Executive To Whom Trademark Licensing Reports?
Geographic Areas Handled By The Trademark Licensing Department
Product Categories Handled By The Trademark Licensing Department
Selected Responsibilities Of The Trademark Licensing Department
Number Of Full-Time Employees In The Trademark Licensing Department
Trademark Licensing Department Reporting Structures
Percentage Of Licensing Revenues Attributable To Top Trademark
Territory Covered By Master Licensing Agent
How Licensing Agents Are Compensated
On What Is Your Royalty Percentage Based?
Allowable Deductions From Net Sales
Time Period To Which The Guarantee Is Tied
Percentage of Expected Royalties Used To Calculate Guarantee
Do You Require An Advance?
How Do You Calculate Your Advance?
Average Time From First Contact To Contract Signing
Average Time From Signing of Contract To First Receipt Of Royalties
Average Term Of Original Licensing Contract
Do You Allow Automatic Contract Renewals If The Licensee Meets Certain Performance Milestones?
Do You Charge A Royalty For Merchandise Sold To Another Group Within The Corporation For Promotional Purposes?
Do You Require Licensees To Contribute To A Central Marketing Fund?
Licensing Revenue As A Percentage Of Total Corporate Revenue
Licensing Income As A Percentage Of Corporate Net Income
Contribution of Licensing To Corporate Income Versus Corporate Revenue
Percent Of Total Licensing Revenue Attributable To International Territories
Where Is Licensing Revenue Recorded Within The Company's Income Statement?
Where Are Licensing Expenses Charged Within The Company's Income Statement?
Does Your Department Have Its Own P&L Statement?
How The Licensing Department's P&L Is Used
How The Licensing Department's Performance Is Measured
