OVERDRIVE:

‘THEY’RE EVERYWHERE
-— in the bustle-bustle of
Hong Kong, metropolitan
_Toronio, sunny California,
and thousands of places in
. between.

And you can’t avoid them —
they’re on streets, in alleys, parks,
and even subway stations. No, I'm
not talking about pigeons, rats or
cats. I’m talking about street ven-
dors.

Sure, they do seil interesting
handcrafted products, often at sub-
stantially lower prices than in big-

. ger stores, but they also sell fake
“Rolex watches and other unlicensed
-brand items. :
2) This is what ‘upsets companies
like Cadillac; which spends a great
eal of time and money protecting
its name and.images from being

misused by various illegal organiza-

-tions throughout the world.
“There is enormous vatue and

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Willingdon & Lougheed, Burnaby

equity in the brand image of
Cadillac,” said Bill Haney, senior
vice president of DMB&B
Licensing Group, Cadillac’s licens-
ing agency. “It is our job to protect
that equity by ensuring that
Cadillac's image, built over decades
of leadership, is used by others only
in an appropriate fashion.”

‘The Cadillac Licensing Program
was set up years ago to chase after
vendors who use the Cadillac logo,
emblem, and name without permis-
sion.

The program was also designed
to open up opportunities for rep-
utable companies by allowing them
to enter into licensing agreements
with Cadillac to produce such goods

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‘Road test “vehicle *

as shirts, leather accessories, toys,
and even perfumes.

Although people are less likely
to buy Cadillac-embossed apparel
here in British Columbia (which has
a very strong import presence), the
Cadillac name has quite an impact
in other areas.

“In Europe and Asia, the stature
of Cadillae’s image as an American
icon is something quite special,” -
said Haney. “In these new market-
places, licensing helps to control the
exploitation of Cadillac's image.
and promote Cadillac products.”

In Japan, for example, Princess
Toraya Co., Ltd. markets !2 differ-

See Caddy page 26

x © Check all ae

Photo submitted
DAVE SJOBLOM (on bike) gets some roadside assistance
from his mechanic during a recent weekend of racing.

North Van resident
back in the saddle

DEEP COVE racer David Sjoblom returned to the world of F! motor-
cycle racing in fine style recently as he posted an impressive fourth-
place finish at Seattle International Raceway.

Sjoblom competed in the high-octane world of F1 racing in the late
“80s, but parked his bike in 1991 mainly due to the extensive travel
required. Seattle is the nearest facility to allow motorcycle racing.

After the first day of three-days of racing in Portland following the
Seattle event, however, it dids’t took like Sioblom would even get a
chance to compete.

“We blew the motor on Friday, and had to work on it all night to
make the qualifying heats on Saturday,” he said. His team’s noctumal
work paid off as Sjoblom qualified for the Sunday feature in the 12th-
place position. He finished 10th overall.

Not valid with any other offer or discount, extended until Sept. 23/94

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