Research a current Licensing - Case Study Example

Guess vs. Gucci Licensing cases Licensing and Branding is an important factor in the fashion industry because it helps the companies to protect their brands. The use of trademarks and licensing helps the companies build successful brands globally. In 2009, Gucci filed a complaint against Guess claiming that Guess had infringed some of Guccis trademarks. Gucci requested for $120 million for damages and sought for an injunction (Levy, 48). Three years later, the court decided to grant Gucci an injunctive relief and ordered Guess to pay a fraction of the damages.

The case arises when Guess uses some of its design of Gucci to produce some of their products. Licensing is a crucial part of fashion across the world in todays world. Most luxury brands learn the best way to market their products to meet their objectives. Licensing helps to keep away stakeholders who may want to still ideas from the company. Brand licensing helps companies to create market visibility. Brand licensing assists in protecting the trademark of a company. Gucci branded their logos to increase the exposure that the brands were building.

Exposure of the name helps in generating revenues and profits of a company like for Gucci. Fashion licensing entails the control of the design and the quality of a product (Levy, 50). Licensing on brands enables companies to utilize brand image. An action of the licensor affects the actions of the licensing agreement. Branding affects the actions of a licensor because the brands build the image of the company.Work citedLevy, Andrew. Secrets Of Success In Brand Licensing. Luton: Andrews UK, 2011. Print.