The purpose of ASU's licensing program is to ensure that Appalachian State University's Brand Identity is properly represented on products and services marketed to the public. The licensing program is responsible for determining if a product and design are consistent with the goals and image of the University and its licensing efforts, and to ensure the quality, liability, production and distribution of products meets the University's standards.

Appalachian State University has contracted with the Licensing Resource Group, Inc. (LRG) to help manage the University's licensing program. LRG acts as an intermediary for ASU, enabling it to work directly with manufacturers and retailers. This ensures that decisions can be made promptly and that manufacturers can become licensed with the University in a timely manner.

The primary functions of LRG include: facilitating the licensing process for licensees, executing licensing agreements, monitoring the marketplace for unlicensed use of trademarks, collecting royalties and conducting compliance review audits of licensed manufacturers. The primary functions of the Appalachian State University Licensing Director are to approve product lines and designs and educate those inside and outside of the university environment of licensing policies.