{"id":295123,"date":"2023-06-16T14:06:25","date_gmt":"2023-06-16T12:06:25","guid":{"rendered":"https:\/\/rtrsports.com\/naklady-na-licencovani-znacky-prezkoumame-kolik-penez-se-za-timto-procesem-skryva\/"},"modified":"2026-09-16T16:22:59","modified_gmt":"2026-09-16T14:22:59","slug":"naklady-na-licencovani-znacky-prezkoumame-kolik-penez-se-za-timto-procesem-skryva","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/brand-licensing-cost-review-money-behind-process\/","title":{"rendered":"N\u00e1klady na licenci zna\u010dky: minim\u00e1ln\u00ed z\u00e1ruka, tantiemy a fungov\u00e1n\u00ed"},"content":{"rendered":"

Kolik stoj\u00ed investice do operace licence zna\u010dky<\/strong>? Jde o jednu z nej\u010dast\u011bj\u0161\u00edch ot\u00e1zek, kter\u00e9 dostaneme p\u0159i rozhovorech o licensingu. Je to leg\u00edtn\u00ed ot\u00e1zka \u2014 a jak uvid\u00edme, nem\u00e1 jednoduchou odpov\u011b\u010f: v tomto odv\u011btv\u00ed neexistuje standardn\u00ed cen\u00edk.<\/p>\n

Za\u010dn\u011bme z\u00e1kladn\u00ed strukturou. Odm\u011bna v licen\u010dn\u00ed smlouv\u011b se obvykle skl\u00e1d\u00e1 ze dvou odli\u0161n\u00fdch slo\u017eek: minim\u00e1ln\u00ed z\u00e1ruky<\/strong> a variabiln\u00ed \u010d\u00e1sti v\u00e1zan\u00e9 na objem prodeje licencovan\u00e9ho produktu<\/strong>, b\u011b\u017en\u011b ozna\u010dovan\u00e9 jako tantiemy<\/em> \u010di royalties.<\/p>\n

Pro\u010d tato smluvn\u00ed struktura?<\/strong><\/h2>\n

Tato struktura umo\u017e\u0148uje ob\u011bma stran\u00e1m \u2014 poskytovateli licence<\/strong> a nabyvateli licence<\/strong> \u2014 sd\u00edlet \u00fasp\u011bch operace. Podpisem licen\u010dn\u00ed smlouvy<\/strong> vytv\u00e1\u0159\u00ed skute\u010dn\u00e9 partnerstv\u00ed zam\u011b\u0159en\u00e9 na v\u00fdsledek v\u00fchodn\u00fd pro ob\u011b strany. Nikdo nez\u00edsk\u00e1v\u00e1 na ne\u00fasp\u011b\u0161n\u00e9m programu: z\u00e1jmy jsou strukturn\u011b sladit\u00e9 od prvn\u00edho dne.<\/p>\n

Jak\u00e9 jsou v\u00fdhody t\u00e9to struktury?<\/strong><\/h2>\n

Pro poskytovatele licence \u2014 stranu ud\u011bluj\u00edc\u00ed pr\u00e1vo u\u017e\u00edv\u00e1n\u00ed sv\u00e9 zna\u010dky<\/strong> \u2014 p\u0159edstavuje minim\u00e1ln\u00ed z\u00e1ruka pevnou, p\u0159edem uhrazenou \u010d\u00e1stku. Tento licen\u010dn\u00ed poplatek<\/strong> funguje jako poji\u0161\u0165ovac\u00ed pol\u00edsa: potvrzuje, \u017ee nabyvatel licence je skute\u010dn\u011b odhodl\u00e1n projekt realizovat, ne\u017ee z\u00edsk\u00e1v\u00e1 pr\u00e1va jen proto, aby zablokoval konkurenta.<\/p>\n

Pro nabyvatele licence znamen\u00e1 placen\u00ed tantiemy pouze ze skute\u010dn\u00fdch prodej\u016f, \u017ee po\u010d\u00e1te\u010dn\u00ed finan\u010dn\u00ed riziko z\u016fst\u00e1v\u00e1 zvl\u00e1dateln\u00e9. Uvoln\u011bn\u00fd rozpo\u010det lze p\u0159esm\u011brovat do v\u00fdvoje produkt\u016f, influencer marketingu<\/strong> a obchodn\u00edch aktivit nutn\u00fdch k prodeji zna\u010dkov\u00fdch produkt\u016f<\/strong>.<\/p>\n

Proto\u017ee podstatn\u00e1 \u010d\u00e1st p\u0159\u00edjm\u016f poskytovatele licence je v\u00e1z\u00e1na na obchodn\u00ed v\u00fdkonnost, m\u00e1 silnou motivaci nabyvatele licence aktivn\u011b podporovat: urychlovat schvalov\u00e1n\u00ed, sp\u00f3lufnancovat promo akce a odstra\u0148ovat provozn\u00ed p\u0159ek\u00e1\u017eky. Sladit\u00e9nost z\u00e1jm\u016f je strukturn\u00ed, nikoli jen smluvn\u00ed.<\/p>\n

Kolik ve skute\u010dnosti stoj\u00ed licence zna\u010dky?<\/strong><\/h2>\n

Up\u0159\u00edm\u00e1 odpov\u011b\u010f: cen\u00edk neexistuje<\/strong>. Rozp\u011bt\u00ed je \u0161irok\u00e9 a z\u00e1vis\u00ed na profilu zna\u010dky, kategorii produktu a konkurentn\u00ed dynamice dan\u00e9ho trhu.<\/p>\n

U v\u011blk\u00fdch glob\u00e1ln\u00edch zna\u010dek ve vyso\u010dn\u011b frekventovan\u00fdch kategori\u00edch, jako je m\u00f3da nebo spot\u0159ebn\u00ed elektronika, samotn\u00e1 minim\u00e1ln\u00ed z\u00e1ruka m\u016f\u017ee za\u010d\u00ednat od \u0161esti \u010d\u00edslic<\/strong>. V ni\u0161ov\u00e9m segmentu \u2014 mo\u017en\u00e1 velmi hodnotn\u00e9m, ale komer\u010dn\u011b m\u00e9n\u011b hust\u00e9m \u2014 m\u016f\u017ee b\u00fdt poskytovatel pru\u017en\u011bj\u0161\u00ed, proto\u017ee p\u0159\u00edle\u017eitost by jinak z\u016fstala nevyu\u017eita.<\/p>\n

Sazby tantiemy ve sportovn\u00edm licensingu se obvykle pohybuj\u00ed v rozmez\u00ed 5 a\u017e 15\u00a0% \u010dist\u00fdch tr\u017eeb<\/strong>, p\u0159i\u010dem\u017e pr\u00e9miov\u00e9 motorsportov\u00e9 zna\u010dky (t\u00fdmy Formule 1, v\u00fdrobci MotoGP) se nacl\u00e1zej\u00ed sp\u00ed\u0161e v horn\u00ed \u010d\u00e1sti tohoto rozp\u011bt\u00ed.<\/p>\n

Jak velk\u00fd je glob\u00e1ln\u00ed licen\u010dn\u00ed trh?<\/strong><\/h2>\n

Licensing pat\u0159\u00ed k nejv\u011bt\u0161\u00edm a nejodoln\u011bj\u0161\u00edm odv\u011btv\u00edm glob\u00e1ln\u00ed ekonomiky. Podle Global Licensing Survey 2024<\/strong> organizace Licensing International<\/a> dos\u00e1hly sv\u011btov\u00e9 p\u0159\u00edjmy z licencovan\u00e9ho zbo\u017e\u00ed a slu\u017eeb v roce 2023 356 miliard\u016f dolar\u016f<\/strong>, co\u017e odra\u017e\u00ed nepret\u017eit\u00fd r\u016fst ve v\u0161ech kategori\u00edch: z\u00e1bava, m\u00f3da, sport a korporor\u00e1tn\u00ed zna\u010dky.<\/p>\n

Tis\u00edce firem po cel\u00e9m sv\u011bt\u011b spolupraced\u00edvaj\u00ed se zna\u010dkami jako Walt Disney, Ferrari, Bentley, Ducati, Procter & Gamble<\/strong> a Pepsi Cola<\/strong>. V\u011bt\u0161ina velk\u00fdch organizac\u00ed aktivn\u011b prozkoum\u00e1v\u00e1 nov\u00e9 trhy prost\u0159ednictv\u00edm licen\u010dn\u00edch dohod. Rozsah odv\u011btv\u00ed s\u00e1m o sob\u011b doka\u017euje, \u017ee spr\u00e1vn\u011b strukturovan\u00fd licensing funguje pro v\u0161echny z\u00fa\u010dastn\u011bn\u00e9.<\/p>\n

V\u017edy se vypl\u00e1c\u00ed \u0159\u00eddit proces<\/strong><\/h2>\n

Posledn\u00ed doporu\u010den\u00ed: v\u017edy se stavte do pozice leadra<\/strong> jedn\u00e1n\u00ed a p\u0159evezm\u011bte kontrolu nad dohodou<\/strong> mezi ob\u011bma stranami. To \u010dasto vy\u017eaduje zapojit specializovanou licen\u010dn\u00ed agenturu, kter\u00e1 zajist\u00ed, \u017ee v\u0161echna ud\u011blen\u00e1 pr\u00e1va jsou p\u0159esn\u011b vymezena, spr\u00e1vn\u011b oce\u0148ena a pr\u00e1vn\u011b chr\u00e1n\u011bna.<\/p>\n

Souhrnm\u011b \u0159e\u010deno, licence zna\u010dky nab\u00edz\u00ed v\u00fdznamn\u00fd potenci\u00e1l pro r\u016fst p\u0159\u00edjm\u016f a expanzi na nov\u00e9 trhy. N\u00e1klady \u2014 minim\u00e1ln\u00ed z\u00e1ruka plus tantiemy \u2014 jsou kalkulovanou investic\u00ed, nikoli otev\u0159en\u00fdm z\u00e1vazkem. Firmy \u00fa\u010dastn\u00edc\u00ed se t\u011bchto program\u016f se st\u00e1vaj\u00ed sou\u010d\u00e1st\u00ed \u0161ir\u0161\u00edho ekosyst\u00e9mu, v n\u011bm\u017e ka\u017ed\u00fd \u00fa\u010dastn\u00edk hr\u00e1 v\u00fdznamnou roli v komer\u010dn\u00edm p\u0159\u00edb\u011bhu zna\u010dky. Kone\u010dn\u00fd c\u00edl je jednoduch\u00fd: \u00fasp\u011b\u0161n\u00e1 operace, ze kter\u00e9 profituj\u00ed v\u0161ichni.<\/p>\n

Nejchat\u011bj\u0161\u00ed dotazy k n\u00e1klad\u016fm na licenci zna\u010dky<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Jak je ekonomicky strukturov\u00e1na smlouva o licenci zna\u010dky?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/p>\n

Smlouva o licenci zna\u010dky se skl\u00e1d\u00e1 obvykle ze dvou slo\u017eek: minim\u00e1ln\u00ed z\u00e1ruky<\/strong> \u2014 pevn\u00e9 \u010d\u00e1stky placen\u00e9 nez\u00e1visle na prodej\u00edch \u2014 a tantiem<\/strong>, procenta po\u010d\u00edtan\u00e9ho ze skute\u010dn\u00fdch \u010dist\u00fdch tr\u017eeb z licencovan\u00fdch produkt\u016f. Minim\u00e1ln\u00ed z\u00e1ruka prokazuje z\u00e1vazek nabyvatele, zat\u00edmco tantiemy sla\u010fuj\u00ed z\u00e1jmy ob\u011b stran s obchodn\u00edm \u00fasp\u011bchem.<\/p>\n

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\r\n Jak\u00e1 je typick\u00e1 sazba tantiemy ve sportovn\u00edm licensingu zna\u010dek?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Sazby tantiem ve sportovn\u00edm licensingu se obvykle pohybuj\u00ed v rozmez\u00ed 5 a\u017e 15\u00a0% \u010dist\u00fdch tr\u017eeb<\/strong> v z\u00e1vislosti na glob\u00e1ln\u00ed rozpoznatelnosti zna\u010dky, kategorii produktu a \u00farovni konkurence na trhu. Pr\u00e9miov\u00e9 motorsportov\u00e9 zna\u010dky \u2014 jako t\u00fdmy Formule 1 nebo v\u00fdrobci MotoGP \u2014 se obvykle nach\u00e1zej\u00ed v horn\u00ed \u010d\u00e1sti tohoto rozp\u011bt\u00ed.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak velk\u00fd je glob\u00e1ln\u00ed trh s licencemi zna\u010dek?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Podle Global Licensing Survey 2024<\/strong> Licensing International dos\u00e1hly sv\u011btov\u00e9 p\u0159\u00edjmy z licencovan\u00e9ho zbo\u017e\u00ed a slu\u017eeb 356 miliard\u016f dolar\u016f v roce 2023<\/strong>. Trh zahrnuje z\u00e1bavu, m\u00f3du, korporor\u00e1tn\u00ed zna\u010dky a sport a udr\u017euje stabiln\u00ed r\u016fst ji\u017e v\u00edce ne\u017e deset let.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kdo \u0159\u00edd\u00ed program licenc\u00ed zna\u010dky v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

V motorsportu zahrnuje licen\u010dn\u00ed program zpravidla dr\u017eitele pr\u00e1v (t\u00fdm, v\u00fdrobce nebo s\u00e9rii), obchodn\u00edho partnera (nabyvatele licence) a \u010dasto specializovanou licen\u010dn\u00ed agenturu<\/strong>, kter\u00e1 strukturuje smlouvu, spravuje pr\u00e1vn\u00ed schv\u00e1len\u00ed a koordinuje promo aktivity. RTR Sports podporuje klienty v motorsportov\u00e9m licensingu od roku 1995.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00fd je rozd\u00edl mezi sponzorstvem a licencov\u00e1n\u00edm v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Sponzorstv\u00ed<\/strong> znamen\u00e1 um\u00edst\u011bn\u00ed sv\u00e9 zna\u010dky na voz\u011b, t\u00fdmov\u00e9m oble\u010den\u00ed nebo reklamn\u00edch ploch\u00e1ch na trati: kupuje se viditelnost a asociace. Licencov\u00e1n\u00ed<\/strong> znamen\u00e1 z\u00edskat pr\u00e1vo vyr\u00e1b\u011bt a prod\u00e1vat produkty se zna\u010dkou motorsportu: kupuj\u00ed se pr\u00e1va obchodn\u00edho vyu\u017eit\u00ed. Ob\u011b strategie se dopl\u0148uj\u00ed: mnoho firem kombinuje sponzorstv\u00ed s licen\u010dn\u00edm programem, aby maximalizovaly jak dosah, tak p\u0159\u00edjmy.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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RTR Sports Marketing<\/h2>\n

Od roku 1995 je RTR Sports<\/strong> p\u0159edn\u00ed agenturou sportovn\u00edho marketingu specializuj\u00edc\u00ed se na licence zna\u010dek<\/strong><\/a> a sponzorstv\u00ed v motorsportu. Pokud chcete zjistit, co by licen\u010dn\u00ed program mohl p\u0159in\u00e9st va\u0161\u00ed zna\u010dce, kontaktujte n\u00e1s na info@rtrsports.com.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kolik stoj\u00ed investice do operace licence zna\u010dky? Jde o jednu z nej\u010dast\u011bj\u0161\u00edch ot\u00e1zek, kter\u00e9 dostaneme p\u0159i rozhovorech o licensingu. Je to leg\u00edtn\u00ed ot\u00e1zka \u2014 a jak uvid\u00edme, nem\u00e1 jednoduchou odpov\u011b\u010f: v tomto odv\u011btv\u00ed neexistuje standardn\u00ed cen\u00edk. Za\u010dn\u011bme z\u00e1kladn\u00ed strukturou. Odm\u011bna v licen\u010dn\u00ed smlouv\u011b se obvykle skl\u00e1d\u00e1 ze dvou odli\u0161n\u00fdch slo\u017eek: minim\u00e1ln\u00ed z\u00e1ruky a variabiln\u00ed \u010d\u00e1sti […]<\/p>\n","protected":false},"author":14,"featured_media":190105,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22211],"tags":[],"class_list":["post-295123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-licence-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nN\u00e1klady na licenci zna\u010dky 2024: minim\u00e1ln\u00ed z\u00e1ruka, tantiemy a ceny<\/title>\n<meta name=\"description\" content=\"Kolik stoj\u00ed licence zna\u010dky v motorsportu? Minim\u00e1ln\u00ed z\u00e1ruka, tantiemy (5\u201315 %) a glob\u00e1ln\u00ed trh za 356 miliard dolar\u016f. 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