Retail Merchandiser - November/December 2017 - 51
year undergraduate teachers' training programs. In 1927, the
University of California adopted University of California
Los Angeles in place of "Southern Branch."
Building the Brand
Associated Students UCLA (ASUCLA) is a student-controlled, nonprofit organization that has provided retail and
student union services to the university since its establishment nearly 100 years ago. ASUCLA has evolved into a
four-part organization: the Undergraduate Students Association, Graduate Students Association, Student Media and
Services & Enterprises.
The UCLA Store and Trademarks & Licensing departments fall under the ASUCLA's Services & Enterprises umbrella. UCLA was the first university to have a trademark
and licensing program launched in 1973 in response to the
popularity of the UCLA Store since its inception in 1919.
"With all the tourism that was taking place, there was
a real demand for UCLA product beyond just the campus community," says Cynthia Holmes, director of UCLA
Trademarks & Licensing. "That popularity spurred us on to
devise a way in which to manage that, and the licensing program was devised with that in mind."
DON LIEBIG (UCLA PHOTOGRAPHY)
Associated Students UCLA
The UCLA Store is a tourist destination, ranking up there
with Disneyland and Las Vegas, as it has become a scheduled stop for international tourism. In addition to its brickand-mortar location on the UCLA campus, the store has
been running its e-commerce platform since the early 2000s
when the internet became more widely available.