The practice of an interscholastic athletic department reproducing the logo of a collegiate team for its own use is becoming increasingly visible. Qualitative questionnaire responses from collegiate brand managers suggest that licensing departments differ in their perceptions of the outcomes associated with allowing logo replication in high school athletic departments. Perceived consequences of two enforcement strategies—prohibitive and cooperative—are highlighted, as are implications and directions for future research.
Kellison, Timothy; Bass, Jordan R.; Oja, Brent; and James, Jeffrey D., "Brand management in top-tier college athletics: Examining and explaining mark-usage policies" (2016). Kinesiology Faculty Publications. 50.
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