SITUATION
Linda McMahan was getting numerous compliments on a handbag she carried to events at The University of Texas. She had purchased the handbag, which carried the UT name, at a local store but felt the quality of the bag was poor. She and her sister-in-law, Sue Craft McMahan, decided to become partners and produce and sell highend handbags emblazoned with the college logo.

The pair designed four different types of bags-a large totebag, a smaller bag, a crescent-shaped handbag, and a "bolder" game-day bag-all marked with The University of Texas emblem. Early responses to the product line were overwhelming. They've now set their sights on other big-name schools.

Question 1 What problems, if any, do you see with the use of the university's brand?

Question 2 What strategy should they pursue to obtain cooperation from the university?

Question 3 What distribution options are likely to be used?