Word: jaguars
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...plates on their Mitsubishi, and the Bowes were stopped by the police almost as soon as they took it out of the driveway. "We can't use this car!" they called their home to complain. "Oh, sorry," said their swappers. "Just use the car in the garage--the white Jaguar...
...companies seek to cut marketing and advertising costs by focusing on brands with a more youthful image. Oldsmobile, with sagging sales throughout the decade despite many attempts at a spruce-up, reportedly remains within earshot of the GM scrap heap, and Ford's recent acquisitions of Volvo and Jaguar could threaten the longevity of Mercury...
...Jaguar, the British luxury automaker, is one of the godfathers of European licensing, but it is also just beginning a new wave of expansion. Jaguar began with a line of designer eyeglass frames 15 years ago. Today its licenses cover such products as clothes, fragrances and footwear. The company has just opened mall boutiques in the U.S., France and the Netherlands...
...others pay for all the things you'd like to do [with the brand] but your shareholders won't pay for," says John Maries, general manager of the Jaguar Collection. For even smaller but ultra-exclusive companies, like sports-car maker Aston Martin, licensed products can help boost a low profile. Aston Martin has only recently launched its licensing program. And, befitting the producer of a car made famous by James Bond, it's sticking with toys for big boys. Its two initial products are expensive model cars and a Sony video game...
...agency DIC 2 in Milan, underlines that "what sells in Italy may not sell in France." Then there is the tangle of various legal requirements and trademark laws in each nation, which the European Union has not exterminated. "Those laws can keep the lawyers happy for years," says Jaguar's Maries...