Background information of the WWF Panda Logo WWF Germany February 19th 2013 19.02.2013 1
Why Panda? Sir Peter Scott - one of WWF s founders - created the Panda logo when WWF International was founded in 1961. Reasons why World Wide Fund for Nature (formerly World Wildlife Fund ) decided to use the Panda as symbol for the organisation: endangered species sympathetic and friendly animal coloured white and black, easy use. good recognition 19.02.2013 2
WWF Brand Values There are 4 core values that define the WWF brand.these values have helped create one of the world s most appealing and best loved brands. WWF is: Knowledgeable Science and facts based, wise, smart, intelligent, expert Optimistic Inspiring, positive, ambitious, successful Determined Passionate, urgent, results-orientated Engaging Open, available, accessible All product and packaging should be a reflection of the WWF brand. 19.02.2013 3
WWF Logo Internationally registered and protected trademark of WWF International. Use only with permission of PANDA Fördergesellschaft für Umwelt mbh (PFG). Is a unit consisting of: Panda character lettering WWF the and signs See anniversary logo for 2013 > 19.02.2013 4
Why we license our Brand WWF s brand licensing strategy has three core purposes: 1. Communication: To communicate WWF s message to an audience as wide as possible. 2. Content: To provide people with smart product choices; products that are more environmentally friendly than the majority of alternatives. 3. Cash: To generate unrestricted funds for WWF s conservation activities 19.02.2013 5
Two core Layers to Licensing WWF Sole branded products: WWF is the only brand which appears on the product and packaging with, at most, a small reference to the manufacturer (i.e. plush, stationery, diaries, calenders) Co-branded products: This is effectively a product endorsement from WWF. Aim to partner with leading companies to educate the largest audience and influence the whole supply chain helping stimulate sustainable initiatives in different industries. (electronic goods, branded apparel, etc.) 19.02.2013 6
Examples: 19.02.2013 7
Composition of the Cooperation Logo The cooperation logo consists of at least two fields : 1. The WWF logo field, which can not be changed anyhow. 2. The text box, which can be adapted according to the content of the co operation. The text is jointly developed and determined within the contract. 3. The cooperation logo can be optionally extended by a third field for the partner's logo. 19.02.2013 8
Cooperation Logos (Examples) 19.02.2013 9
Our product criteria overview Panda Power The WWF logo must always appear in its complete form in black and white on the product or packaging. Sustainable All products should meet WWF s sustainability criteria On-trend & Appealing WWF products have to be desirable in their own right 19.02.2013 10
Our product criteria overview Engaging & Educational WWF products and packaging should stimulate people to think more about the planet and their environmental responsibilities. They should learn something new, including facts about WWF. Functionality & Purpose WWF products fulfill a function and have a worthwhile purpose they are not gimmicky, with limited use. Hard-wearing WWF products should be built to last they are not throw-away items that break quickly, feeding today s disposable society. 19.02.2013 11
Our product criteria overview Positive Messaging WWF products use friendly and engaging imagery and messaging that fit with the positive nature of the brand WWF product should not be associated with anything that is threatening or aggressive. Packaging WWF products should be appropriately packaged to minimize their impact on the environment. They should generate the minimum amount of waste, and incorporate recycled and re-useable materials. 19.02.2013 12
License conditions Individual negotiation of a sales volume based license fee: On Product: a minimum guarantee, which depends on the kind and intensity of the use and on the planned turnover of the product. an absolute or relative license fee of the product s net selling price. Promotional license: No use on product: lump sum guarantee fee Definition of the logo use possibilities, the Cooperation Claim, requirements/commitments. All fixed within the licensing agreement. 19.02.2013 13
Supporters / Micro License WWF support with online banners. Entry-level product for small and medium businesses. License fee from at least 5,000 per year. Fee is based on annual sales. Individually designed online banner: 19.02.2013 14
Cooperation Requirements Corporate Audit Exclusion of certain industries and businesses. Check-up whether company and their product portfolio are suitable for a cooperation with WWF. Review of critical areas of work, on negative image, etc. Check whether WWF focus areas are subject of the core business (wood, air, soy, water, fisheries, palm oil, sugar cane, cotton). Agreement of sustainability goals in WWF areas of focus with the company. Products must meet environmental and social criteria. WWF asks for an independent certification of products like WWF accepted labels and certification systems. 19.02.2013 15
Logo Use on Product Products are capable for Co-branding, if... WWF accepted standards are met, such as: Bio Blue Angel* FSC MSC * (or similar recycling labels for paper products, i.e. FSC Recycling) 19.02.2013 16
Logo Use on Product Packaging (Examples current WWF Logo) 19.02.2013 17
Logo Use on Product Packaging (Examples current WWF Logo) 19.02.2013 18
Logo Use in Ads (Examples old WWF Logo) 19.02.2013 19
Logo Use in Promotionmaterials (Examples old and new WWF Logo) 19.02.2013 20
Logo Use in Corporate Communications (Examples) 19.02.2013 21
Benefits of Commercial Logo Use Customer benefits: Use of well-known and credible WWF logo as an eye-catcher Transfer of WWF positive image to their brand. Enhancement of customer s trust in their brand/product an loyalty. Customers become WWF supporter by buying the product Licensor benefits: License revenues are free and not committed to projects. Minimum guarantee license ensures profitability of the license cooperation. Quick generation of funds via micro licenses. 19.02.2013 22
Contact: Panda Fördergesellschaft für Umwelt GmbH c/o WWF Deutschland Mönckebergstr. 27 20095 Hamburg Patricia Graf Senior Manager Corporate Relations Tel.: +49 (0)40 530 200 357 Mobil: +49 (0)151 188 618 32 patricia.graf@wwf.de 19.02.2013 23
Additional Backgroundinformation 19.02.2013 24
Why PANDA Fördergesellschaft and not WWF? WWF Germany is a non-commercial conservation foundation and therefore does not deal with the brand on a commercial basis. This was the reason why Panda Fördergesellschaft für Umwelt mbh was founded as public limited company in the 1980 s as a 100% affiliate of WWF International, the owner of the international WWF Panda brand. Panda is mainly responsible for the commercial licensing of the WWF brand but also handles Sponsorships, Donations and Consultancy co - operations concepts. 19.02.2013 25
Awareness of the Logo 99% of the respondents are familiar with WWF, Bio and Ökotest logo. underclass middle class top class 19.02.2013 26
WWF Image study in Germany TNS Emnid Population Survey of the WWF Image - 11/2011 WWF image profile: WWF operates internationally, is forward-looking and credible. Bottom-Two (%) (strongly disagree (1) + agree a little (2)) Top-Two (%) (agree (3) + strongly agree (4)) average image value is international 12% 84% is forward-looking is credible is sympathetic is competent strives for concrete solutions is present in the media is modern is an undependent organisation achieve much 18% 75% 23% 73% 26% 69% 24% 68% 29% 63% 35% 62% 31% 60% 30% 56% 38% 56% 19.02.2013 27
Registration of a Trademark National: Europe: International: At the German Patent and Trademark Office Deutsche Patent- und Markenamt (DPMA). At the Office for Harmonization in the Internal Market Harmonisierungsamt für den Binnenmarkt (HABM). Trademark protection for all EU member states. At the DPMA to the World Intellectual Property Organization/Weltorganisation für Geistiges Eigentum (WIPO). A trademark registration is done in certain goods and / or service categories. A European or International registration can only be made after a national registration. Link: DPMA Startseite 19.02.2013 28