Some of the allies include brands such as “LEGO, Hasbro, H&M, Spin Master, National Geographic, Brunswick and many more (rovio.com)”. In licensing their corporate trademarks, firms may have different motivations, including generating extra revenues and profits, protecting their trademarks, increasing their brand exposure, or enhancing their brand image (Pearson Custom Business Resources, MKTG 1020, p. 252). Rovio seeks this brand exposure and wants to be recognized, not only as a mobile game developer brand but as a global entertainment company as
Some of the allies include brands such as “LEGO, Hasbro, H&M, Spin Master, National Geographic, Brunswick and many more (rovio.com)”. In licensing their corporate trademarks, firms may have different motivations, including generating extra revenues and profits, protecting their trademarks, increasing their brand exposure, or enhancing their brand image (Pearson Custom Business Resources, MKTG 1020, p. 252). Rovio seeks this brand exposure and wants to be recognized, not only as a mobile game developer brand but as a global entertainment company as