The King may have left the building, but he still rules the licensing roost. Even now, more than 30 years after his death, the name of Elvis Aaron Presley can work marketing and monetary magic for licensing company CKx, Inc., which also manages publicity and promotional rights for Muhammad Ali and the American Idol television series.
Every day, CKx must be ready to help that magic moniker make money. And, every day, CKx must battle to protect that name. Not from counterfeiters, but from companies trying to get Presley trademarks, whether on unsanctioned clothing, posters, nail polish, flashlights, or cigarette lighters, and whether in South America, Malaysia, or China. Worldwide, CKx is waging 31 trademark battles this year—a typical number—and “each is costing [at least] $2,000 to fight,” says Vincent Martell, CKx intellectual property manager.
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