How they do it: Max Havelaar’s fair trade license shows consumers that the products with the Max Havelaar logo have been approved by the foundation and its partner members. Producers can apply with the foundation to become a licensee by filing an application and adhering to standards set forth in a licensing agreement. In addition they pay a license fee to the foundation and admit to regular audit processes.
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How they do it: Levi’s is not designing and manufacturing new products for all its brands on its own but has several geography and brand based licensing deals in place. This allows a 3rd party to design, produce and distribute clothing under one of the Levi’s brands.
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How they do it: As Bosch investes a lot in research and development of its technologies but don’t create and market full products out of every patent, they monetize these patents by licensing them to partners.
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How they do it: As IBM is the business with most patents generated per year in the US, it provides customers to license some of its IP. This includes not only the licensing of the patent but also access to IBM’s team of researchers, scientists and developers and further infrastructure to generate revenues with the IP.
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How they do it: Between 2000 and 2016, Porsche licensed its brand exclusively to Electronic Arts to be used in a video game called ”Need for Speed”. The game’s audience was exposed to Porsche’s brand in the setting its exposure is most effective, namely, fast-paced video game scenes featuring iconic, state-of-the-art models of the car maker.
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