Copyright – Legal protection of original works and intellectual properties granted by the government

to give their creators sole rights to them

• Naming rights - A financial transaction and form of advertising whereby a corporation or other entity purchases the right to name a facility or event, typically for a defined period of time

• Endorsement - A form of testimonial from someone that indicates that they like or approve of a product

• Guarantee – The fee a licensee pays up front in order to use trademarked property

• Licensing - Permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty

• Licensee – A company that wants to manufacture and sell products using trademarked property

• Licensor – An organization or company that holds the rights to trademarked property

• Logo – The name and/or symbol used by a business (also called a signature)

• Royalties – A percentage of actual sales that a licensee pays to a licensor, usually anywhere from 5 to 15 percent

• Slogan - A phrase that is easy to remember and represents a company or a product

• Sponsorship - An agreement that allows a company to pay a fee to a team or an event for the right to affiliate itself with that team or even

• Trademark – A symbol, design, or word used to identify a good or service and registered with the government to prevent use by others

• Brand awareness - Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.

• Brand image - The consumers’ beliefs about the company and/or its goods or services often in terms of quality, price, and value

• Brand equity - The perception of added value a product has as a result of its brand name

• Brand loyalty - The extent of the faithfulness of consumers to a particular brand