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 high end handbags emblazoned with the college logo. The pair designed four different types of bags-a large totebag, a smaller bag, a crescent shaped hand. bag. and a "bolder" garneday bag-all marked with The University of Texas emblem. Early responses to the product line were overwhelming. They have now set their sights on other bigname schools.

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

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