Word: logo
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...Last month Coca-Cola unveiled a line of men's and women's casual clothing manufactured by Murjani International of New York City under a license from the Atlanta company. The Murjani products included bright-colored sweaters ($40), sweatshirts ($34) and jean jackets ($52), all bearing the Coca-Cola logo. The trouble began when textile officials discovered that the clothes were made in Asia, despite being advertised as "All-American." Several textile companies angrily removed all Coke dispensers from their workplaces and refused to bring them back until Coca-Cola changed where its clothing was made...
Companies that began as a whim or a part-time venture are scrambling to fill orders. General Comet Industries, which licenses a comet logo, has enticed nearly a dozen businesses to slap the trademark onto products such as running shoes and cocktail mixes. General Comet also sells its own paraphernalia, including elegantly engraved "comet stock" certificates at a mere $9.95 per 100 shares. "We started this as a lighthearted spoof," says Ryan, "but the response has been overwhelming." Two years ago, a pair of air-traffic controllers in Albuquerque launched Astroline Products, selling Halley's pins, caps and traveling bags...
...course, corporations already put their logo on the principal products that they make. But now, to push their profile even higher and sometimes to bring in extra revenue, they have begun to license their name for use on all sorts of other items. Some $5 billion worth of such merchandise will be sold this year, up 20% from 1984. Says Thomas Murn, editor of Licensing Today, a trade journal: "It has enormous consumer appeal. Between now and the 1990s we will see an explosion of corporate licensing products...
...first such licensed product was probably the Mickey Mouse watch in 1933. Retailers now annually sell more than $40 billion worth of these goods, ranging from Dynasty perfume to Mr T guitars. The popularity of corporate logos may have begun with people who proudly sported the brand names of machinery they used, such as farmers who wore International Harvester caps or truck drivers with Peterbilt belt buckles. Anheuser-Busch during the 1970s began to put its Budweiser logo on such souvenirs as dart boards and Frisbees...
...late '70s the Eighth Street players had codified an elaborate system of responses to the screen dialogue and action. Tonight, as on every weekend night, they perform their lines with a professional precision the latest cast of A Chorus Line would be hard put to match. As the Fox logo fades, the crowd recites the utterly inappropriate prologue to Star Wars: "A long time ago in a galaxy far, far away." Poor normal Brad is greeted with the same scatological taunt every time his name is mentioned; poor virginal Janet is "Slut!" Brad cannot slap a desk, or Frank snap...