Tuesday, March 10, 1998
License to kill at the checkout counter
ASUCLA: University gives companies permission
to use its logo, for a price
By Michael Weiner
Daily Bruin Contributor
Every time a student buys a UCLA sweatshirt, whenever an alum
purchases a UCLA license plate frame, and whenever a parent buys a
"I’m a UCLA Mom" t-shirt — they aren’t just giving money to their
school, they’re paying one of UCLA’s many licensees.
As it would be impossible for UCLA to manufacture and sell all
of the merchandise associated with the school, licenses are given
to various corporations to make and market UCLA paraphernalia.
The Associated Students of UCLA (ASUCLA) has the responsibility
of choosing and overseeing licensees and also receives the
royalties from the sales.
"We’ve been delegated the authority to protect the trademark and
to benefit from the royalties associated with the trademark," said
ASUCLA Executive Director Patricia Eastman.
According to ASUCLA licensing manager Cindy Holmes, there are
about 230 corporations associated with the UCLA trademark.
One of these licensees is Russell Athletic. According to John
McMeekin, Russell Athletic’s National Sales Director, having a
license to create merchandise with UCLA’s trademark is advantageous
in gaining college-age customers for the corporation.
"It’s a very strong marketing opportunity from our point of view
we reach kids at this stage of their lives," McMeekin said.
Holmes also said that ASUCLA does not give exclusive rights to
its licensees to sell their products in the UCLA Store.
"I don’t think anyone is excluded," she said. "There are
competitive brands in the store."
All of these companies must comply with ASUCLA’s anti-sweatshop
policy, which states that no UCLA merchandise may be distributed by
a company that employs sweatshop labor. In addition, all products
sold in the UCLA Store must also comply with the policy.
"We sent out a notification to all the vendors who sell in our
store," Eastman said.
She said that ASUCLA has received positive feedback regarding
the policy.
"I’m very pleased with the successful implementation of the
policy," Eastman said.
According to Holmes, many corporations are interested in
marketing the UCLA trademark.
"We typically receive 10 applications per month from companies
that have an interest in the UCLA trademark," Holmes said.
Potential licensees go through an application process, providing
references and facing selection by a committee. ASUCLA will often
contact other universities and organizations for which the company
holds a license to find out if others have been satisfied by the
company’s use of their trademark. According to Holmes, about 25 to
30 percent of applicants are granted licenses.
"We want to know if they have the ability to market the product
successfully," Holmes said.
She said that the committee also takes steps to make sure that
the potential licensee is in compliance with the anti-sweatshop
policy.
"We ask those types of questions to ensure that we are working
with a company that is not doing those types of things," Holmes
said.
If a licensee violates the terms of the contract or it is found
that the firm violates an ASUCLA policy such as the anti-sweatshop
policy, the contract can be terminated, although this has never
happened.
"Obviously we have to take precautions when we evaluate a
project," Holmes said. "We have provisions in our contracts to
terminate a relationship."
"It’s hard to anticipate what types of things will rear their
head," she continued.