Catchy slogans become valuable merchandising assets, turning brand phrases into revenue streams
Executive summary: El País highlights that brands are turning distinctive slogans and clever sentences into sellable merchandising goods. It shows how short-form branding can generate direct consumer revenue, expanding the value of intellectual property beyond advertising.
Who is involved: Brands and merchandisers; the article cites examples from the branding universe without naming specific companies.
Likely next: More companies are expected to trademark slogans and expand product lines featuring such phrases, potentially increasing licensing activity.
El País reports that brands are increasingly treating clever slogans and witty sentences as merchandising items, selling them on products such as apparel and accessories. This approach allows companies to monetize short-form branding beyond traditional advertising channels. The trend reflects a growing interest in leveraging intellectual property for direct consumer revenue.
Timeline
- — ¿Una frase estrella puede ser solo tuya? El “¿cómo están los máquinas?” es un negocio rentable (El País — Economía)
Sources
- ¿Una frase estrella puede ser solo tuya? El “¿cómo están los máquinas?” es un negocio rentable — El País — Economía
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