Buying In to the Wolfpack Brand

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When you purchase a T-shirt from Wolfpack Outfitters, part of what you pay goes toward student scholarships. And when you buy a bottle of NC State-licensed wine from Shelton Vineyards, you might be helping to fund a student’s research or travel aspirations.

These seemingly simple transactions, including purchases from university-licensed promotional vendors, are monitored by NC State’s Office of Strategic Brand Management (OSBM) and factor into the university’s ranking as No. 28 in the nation for  trademark licensing royalties in 2023. NC State is among 700 of the nation’s top colleges and universities represented by the Collegiate Licensing Company (CLC) — all of which were considered in the national rankings.

RELATED: Learn how buying legitimate licensed products supports the university.

“The last two years have been consecutive record-breaking years in terms of the revenue that we’ve generated from our trademark licensing program, and that’s not just since COVID — that’s in the history of our trademark licensing program,” said Chris Boyer, assistant vice chancellor for strategic brand management. “This ranking of 28 among CLC schools is our best ranking ever.”

2023 NC State Brand Snapshot

Students pose with Mr. and Mrs. Wuf at Packapalooza on Hillsborough street. Photo by Marc Hall.

The Office of Strategic Brand Management compiles an annual report filled with details about NC State’s demographics, retail partnerships and other factors that influence its standing among colleges and universities who are clients of the Collegiate Licensing Company.
Read the 2023 Brand Snapshot report from NC State’s Office of Strategic Brand Management.

The OSBM was created in 2019 to enforce the NC State brand guidelines both internally and externally, oversee trademark licensing, and develop and service corporate commercial sponsorships for the university, with companies such as Coca-Cola, PNC Bank and New Belgium Brewing. It has also cultivated brand partnerships with North Carolina-based and alumni-owned businesses like 321 Coffee and Shelton Vineyards.

RELATED: NC State Earns Top Honor in Collegiate Licensing

Additionally, the office reviews between 5,000 to 10,000 requests per year from companies and organizations wanting to use NC State’s brand trademarks or get a license to produce NC State-branded merchandise or products. Since its inception, the OSBM’s work in all of these areas has helped NC State climb the trademark revenue rankings.

View the full original article at NC State News.

More Resources: Visit the Extension brand site.