Auburn University’s trademark and licensing department protects the school brand and builds scholarship revenue for the college. By Kat Zeman
With more than 12,000 designs landing on their desks each year, Jennifer Blackmon and Jason Harbison have a lot to juggle. Aside from approving requests, managing trademarks and licensing for Auburn University involves constant communication with hundreds of retailers, licensees and fans.
But Auburn, like many universities, realizes that trademark licensing is a lucrative way to create value from intellectual property assets. It is becoming a significant source of revenue for many universities. For Auburn, that means collecting an average of roughly $3.8 million in royalties on an annual basis.
“Last year, we had about three million units of Auburn products sold,” says Blackmon, director of trademark management and licensing. “It’s amazing how many designs come through our office for review. It’s anything from t-shirts and tennis shoes to chairs, coolers, blankets and tumblers.”
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FFO Home prides itself on consistently providing its customers with outstanding quality products at the most affordable prices. By Bianca Herron
FFO Home was originally founded as Furniture Factory Outlet more than 30 years ago with a focus on good quality products at the lowest price. The Whitmire family owned and operated the growing business until 2007 when they sold it to Alpine-Investors Inc.
A few years later, Larry Zigerelli joined the company as president and CEO in 2012. It was at that time the company changed its name to FFO Home and Zigerelli developed a strategy that would not only continue offering superior value to its customers, but also meet their unique needs by providing a larger selection of products and affordable financing options for every customer.
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The University of Texas at Austin aims to take its licensing to the next level with key partnerships. By Bianca Herron
The University of Texas (UT) at Austin’s licensing program was established in 1981 to not only protect and promote its brand identity, but also as a revenue source to support its campus programs.
More than 30 years later, UT’s licensing program has evolved significantly with 150 licensees domestically, according to Senior Associate Athletics Director Craig Westemeier. “We give credit to the forward-thinking people at that time for setting up the program, and laying a solid foundation,” he says. “UT was one of a handful of schools to establish collegiate licensing at that time.”
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Busy Bee is spreading its wings in Florida and Georgia. By Kat Zeman
As queen bee, Elizabeth Waring knows she can catch more flies with honey than with vinegar. She watches over her colony with passion and works hard to keep it productive.
“I couldn’t be an effective leader without having an innate passion for every meticulous detail about our Busy Bee brand and the execution of our operations,” says Waring, president and CEO of Busy Bee Convenience Stores. “Everything that we build in and around our brand represents our passion and vision coming to fruition … We want our hives to be the destination for our guests.”
Family owned since 1935, Busy Bee operates a total of 18 convenience stores in Florida and Georgia, where it plans to expand in the next few years. Though it has no immediate plans to franchise, “it’s something that we are open to as we grow,” Waring says.
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Wallis Companies continues to grow and extend the legacy of founder Bill Wallis. By Alan Dorich
After nearly 50 years, Wallis Companies continues to thrive by maintaining the values that were held close by its late founder, Bill Wallis. “If my dad were alive today, he would say his success was directly related to three key components,” says Rachel Wallis Andreasson, his daughter.
“The first would be the great people that work at Wallis, the second being the focus on taking care of the customer, and the third reason is the company’s philosophy of growth and taking advantage of opportunities,” she describes. “Those same factors remain true today.”
Wallis, who died in 2001, also believed in creating an enjoyable workplace for employees. “In addition to his beliefs to always take care of your customers and family, he wanted everyone to have a lot of fun and laughter along the way,” Andreasson says.
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Pump N Pantry serves up nothing but the best in food and beverages for its communities in rural Pennsylvania. (Photo Credit: Skylar Robinson) By Janice Hoppe-Spiers
As more convenience stores step up their foodservice game, Pump N Pantry says it has been ahead of the curve and “doing it right” for a long time. Known as the hometown store in 15 communities throughout northeastern Pennsylvania, Pump N Pantry considers itself a restaurant that also sells gas.
“Our slogan is, ‘Good Food. Need We Say More?’” says Wade Robinson, foodservice supervisor and digital marketing manager. “In the areas we serve, we are known as the go-to pizza and sub shop because we bake our own bread and make our pizzas and subs right in front of the customer.”
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With their key licensing partnerships and by leveraging major social media platforms, ABG and WWE aim to further grow the Tapout brand. By Bianca Herron
Authentic Brands Group (ABG) and WWE teamed up two years ago to reposition Tapout, a lifestyle brand that was formerly associated with UFC and mixed martial arts fighting, as a fitness and training brand.
“Tapout has a unique brand voice and we are committed to preserving the essence of what the brand is known for,” says ABG Executive Vice President of Marketing Natasha Fishman. She adds that Tapout’s joint-venture relationship with WWE was “a strategic move towards validating Tapout’s position in the active space.”
“When we created the joint venture with WWE, it was about seeking a partner that was able to authenticate the direction we were taking Tapout,” she explains. “At that time, retailer needs and market trends were pointing towards the active space.
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Whether it’s its products, employees or suppliers, Quality Foods strives to provide customers with the best it has to offer. By Bianca Herron
As Quality Foods celebrates its 35-year anniversary this year, the Commerce, Ga.-based company prides itself on consistently delivering a customer experience that exceeds the quality of foods it sells.
“We were founded in 1982 and now have eight locations located in Georgia and South Carolina,” Owner Verlin Reece says proudly. “We strive to provide the best overall value for our customers by offering high-quality products, the cleanest shopping environment and the friendliest associates.”
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