"Major fundraising campaigns are another key undertaking in revenue generation. During a recent ten-and-a-half-year campaign, UCLA raised $3 billion from 225,000 donors, making it the most successful academic endeavor to raise funds in the nation. Efforts to encourage potential revenue from trademarks and logos are also at the forefront. The UCLA Trademarks and Licensing Office coordinates programs to protect the UCLA brand name at home and abroad. 'Through its appearance on products from toothbrushes to sandals to kites, the UCLA logo signifies an important source of revenue. Perhaps even more importantly, the logo is a crucial element in UCLA's institutional identity as a world-class public research university with increasing emphasis on privatization, international competitiveness, entrepreneurialism, and self-sustainability, key manifestations of the impact of neoliberal forms of globalization on university life."