The first page of Ferrari website shows two colors, Red & White, this could be considered as Ferrari main theme and also one of the brand elements. If this is a part of the brand which distinguishes it from the other car manufacturers then they might have the registered or established trademark around this. This color combination could be transferred to the other products in case of merchandising but important aspect is the distinguish features and validity while transferring to other products. It is possible the exclusivity of this color does not remain same in the other product because some other company can also be using the same color combinations for their products. Along with the color they have the horse in the website which shows the uniqueness of their brand. They also use the red color in the cars.
I have to consider the dynamics and characteristics of the industry sector as well because brand image could be transferred to the other product with no brand or trademark around it. Other option is to transfer the brand name to the company which has also a brand name but less market strength in that industry. This is important to consider when doing merchandising. One other aspect which should be taken into consideration while merchandising and that is when you license your brand to the other product which is in the other industry and that industry has totally other characteristics.
The company like Harley Davidson has set number of customers with recognition as a company which fulfill its promise when selling the product specially when it comes to motorbikes and their customers trust there promises. The company like that when enter into another business can either attract the same customers or utilize the general brand awareness among people to a ...