Buying in to the Wolfpack Brand
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Did you know that when you purchase a T-shirt from Wolfpack Outfitters, part of what you pay goes toward student scholarships? Or, did you know that 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 promo 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.
“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
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.
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.
More Resources: Visit the Extension brand site.