Jurassic Park Marketing
...ns include the usage of the trademark, product quality, trademark territory, the duration of rights to the trademark, and payment arrangement for use of the trademark. In order for the JP team to not lose out in profits to free riders, they had to coordinate a unique distinguishable global image. This global image was tremendously helped through the usage of the original Jurassic Park logo. A skeleton of a tyrannosaurus Rex, which had been used on the cover of the original book that the movie was based upon, was a huge success. Using this as a trademark established the movie’s connection to the original book by Michael Criton and created a sense of imagination and anticipation about dinosaurs in the movie, especially when the logo would be the only image displayed during early trailers of the movie. All combined resulted in early demand for JP products. To obtain a respectable global image, JP required strict guidelines in their marketing to act as trademark fraud deterrents. No matter the country or language, not only was the product exactly the same but also the logo was consistently marketed and packaged in a standard yellow, red, and black design. The intention of the standardization was to ensure an image of product quality globally in compliance to agreed upon contracted trademark obligations that honored all restrictions. To create a sense of product differentiation the JP team created a comical sales jin...