Written by The Business Journal Staff
An international association has found Fresno State on the mark for initiatives conducted by its Trademark Licensing Program, which manages the use of the university’s trademarks on products and merchandise.
The Fresno State Trademark Licensing Program, under the leadership of Clarence Chiong, has earned the 2017 Synergy Award from the International Collegiate Licensing Association. It is given annually to a collegiate organization that has demonstrated “extraordinary commitment to collegiate licensing and contributed to the betterment of the industry and the institution or organization,” according to a university news release.
The university’s trademarks include the words “California Stat University, Fresno,” “Fresno State” and “Fresno State Bulldogs,” as well as university and athletic logos including the Bulldog logo, Green V and word marks.
The Licensing Programs’ most prominent project of 2016 cited by the association was the “Check the Tags” campaign, which educated the community on the importance of recognizing and purchasing only officially licensed merchandise. The campaign included videos and promotional signage through the campus and at athletic and retailer/licensee events.
Fresno State receives royalties from the sale of officially licensed merchandise produced by licensed vendors. The royalties from about $12 million in retail sales of officially licensed Fresno State merchandise last year was used to support various student programs on campus, including intercollegiate athletics.
Other innovative initiatives include free-standing mascot cutouts and a video display at local retail outlets; a Fresno State-themed hat as part of the Paul George Collection by New Era, highlighting the NBA star and alum and laying a foundation for future development opportunities with Fresno State alumni; and special events at basketball and football games for networking with local merchandise buyers.
“[Chiong] has gone above and beyond to educate and engage the Fresno State community throughout the year’s campaign, further strengthening both the University brand and our collegiate licensing industry,” said Rachael Bickerton, president of the International Collegiate Licensing Association and director of trademark licensing and enforcement at Boise State University, in a statement.