Question

Topic: Branding

Monitoring Usage Of Brand By 3rd Parties

Posted by tarmo1 on 8/24/2019 at 4:33 AM ET 25 Points
Custodians of national brands that a partner with 3rd parties, how do you manage and monitor the use of your brand?

A) We provide our logo and brand guidelines and HOPE the 3rd party applies our brand correctly.

B) All use of our logo must be approved by us before publication. (If this is how you manage usage of your brand what volume of requests to use your logo do you receive each month? How many people are involved in the approval process and how long does it take for them to approve the usage requests?

C) Other (please explain)

Thanks
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RESPONSES

  • Posted by Gary Bloomer on 8/24/2019 at 6:26 PM Accepted
    Usually, it's B. Hope is not a strong strategy.
  • Posted by tarmo1 on 8/24/2019 at 9:48 PM Author
    Thanks Gary.
  • Posted by Peter (henna gaijin) on 8/27/2019 at 11:45 AM Accepted
    Something between A and B, depending on what is being done.

    Keep in mind that A shouldn't be a hope, but part of the business agreement. Can be added to any contract you have or just used as part of a verbal agreement that for them to carry your product they need to follow the correct usage guidelines. The threat being that if they don't follow the guidelines, you won't allow them to sell your products.

    And B (reviewing usage) could be part of any co-op advertising (sharing cost of ads between supplier an retailer/partner) you do.
  • Posted by tarmo1 on 8/28/2019 at 4:45 AM Author
    Thanks Peter
  • Posted by mgoodman on 8/28/2019 at 2:09 PM Accepted
    You probably need to present the 3rd party logo-users with a clear statement of the policy and a description of what violation will trigger. (Example: warning and time to fix, letter from lawyers, then suspension of sales). The problem with that is you need to be prepared to police their use AND stand ready to implement the promised action -- not always easy, especially if the customer is (otherwise) a good one.

    If you are not prepared to enforce, then you are really embracing HOPE (Approach A) as your strategy. You don't want to put your company in an adversarial position with good customers if you can help it.
  • Posted by Mike Steffes on 8/29/2019 at 7:45 AM Accepted
    Offer an incentive for doing it correctly. Try to drive their good behavior with some additional benefit to them.
  • Posted by tarmo1 on 8/30/2019 at 6:49 AM Author
    Thanks mgoodman, Mike and Meerapandey404.
  • Posted by Shelley Ryan on 9/17/2019 at 5:23 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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