Licensing & Brand Case Study

By: Victoria Wellington-deAnda

Who We Are

First lighter Design: Rectabgular with Chimney design sold for $1.95 each

Founded in the late 1930s by George G. BlaisdellIn Bradford Country Club in Bradford, Pennsylvania. Mr. Blaisdell watched a

friend an Austrian-made lighter. �e lighter worked well, even in the wind, due to the design of the chimney. But its appearance was utilitarian. Its use

required two hands, and its thin metal surface dented easily.

Origin of name: Mr. Blaisdell liked the sound of the word “Zipper” so he played with di�erent variations of that name

Application for the original Zippo patent was �led on May 17, 1934, and patent number 2032695 was granted on March 3, 1936. A second patent, number

2517191 was issued on August 1, 1950.

Li�ime use promise: “It works or we �x it for free”

Logos/Taglines

1948- 19571957

1977

“The

One

-Zip

Win

dpro

of L

ight

er”

“Am

eric

a's

Num

ber O

ne B

usin

ess

Gift

”

“Alw

ays

wor

ks -

or w

e �x

it fr

ee”

“Gua

rant

eed

to W

ork

FORE

VER”

“The

Lig

hter

that

WO

RKS”

“Wor

ks a

lway

s... o

r we

�x th

em fr

ee”

“Use

it to

sta

rt s

omet

hing

.”“W

hen

you

need

it, i

t wor

ks.”

“Zip

po. F

or R

eal.”

“The

Nam

e In

Fla

me.”

1994-Present

1960-1678

1936

1939

1937

1947

Core Product Past

Zippo Windproof Lighters with date codes stamped on the bottom

Core Products Present

Lighters

Lighter Fluid

Marketing Mix

Zippo products are sold in more than 160 countries around the world.

Methods of CommunicationBrick & MortersCompany Website Facebook Page Zippo Iphone App Twitter PageSocial Media Campaigns such as “Share �e Pain”:

Showcasing the percentange of Zippo owners who have lost their Zippo lighters

Advantages & Disadvantages

Advantages Disadvantages

Zippo lighters were introduced during Golden

years of smoking

Decline in smokers in today’ssociety.

Strong brand image

High quality products

A�ordable pricing

Brand image rigid, hard to extend to other products

Health awarness: Negative health a�ects from smokingPromoted mainly towards

men

Channel Partners

CONSUMER KNOWLEDGE/ Consumer Segment

Windproof

Lifetime Guareentee

American Icon

Variety of colors, textures, designs & materials

Originally Used for Cigarette/ Smoking

Variety of Products

Smart Co-branding tatics with companies like

Harley-DavidsonUnisex: However Target Audience: Males 18-34

Product Category Extensions 1. Co-branding

EGLOO X

ZIPPO

The Egloo needs 4 candles for a complete re�ll, enough for

warming up a 20mq environment. Each re�ll has a life of 5 hours with

less than 10 cent.

IDEA: For Egloo to advertise/ market product using Zippo lighters to light

candles. Sell Egloo with 4 Zippo lighters pre installed

in product thus resulting equity for both companies

Egloo a candle powered heater that provides a cheaper and more ecological way to use energy to heat rooms. �e Egloo stores heat and gradually releases it radiation even a�er t blows out.

Product Category Extensions 1. New Invention

ZIPPO USB LIGHTERS

IDEA: To create a USB lighter with Zippo’s durable, long-lasting and steek lighters.

References

"Egloo." Egloo. N.p., n.d. Web. 28 Mar. 2015. <http://eglooinfo.it/>."Zippo.com." Zippo.com. N.p., n.d. Web. 28 Mar. 2015. <http://www.zippo.com/>.

USB LIGHTER. Digital image. N.p., n.d. Web. 28 Mar. 2015. <http://www.yankodesign.com/images/design_news/2007/11/02/usb_lighter.jpg>.