branding and licensing click here. the importance of branding example of branding-top 100 global...
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Branding and Licensing
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The Importance of Branding
Example of branding-Top 100 Global Brands
What’s in a Name?
Brand Personality
Brand Personality
Brand Equity
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Brand Equity
Brand Equity involving Sports Teams
Brand Equity Involving Financial Value
Types of Brands and Strategies
Lets take the brand quiz!!
Manufacture Brands
Multi Product Branding
Co-Branding
Intermediary Brands
Generic Brands
Developing Brand Names
Offer a Benefit
Top 5 Athletic Shoe Brands
RANK BRAND RETAIL DOLLAR SHARE
1 NIKE 34%
2 REEBOK 13%
3 ADIDAS 6%
4 NEW BALANCE
5%
5 EASY SPIRIT
2%
Be Simple
Be Different and Positive
Reflect an Image…
Be previously Unregistered
Make it Last
• Ronald Wayne designed Apple's original logo in 1976 when the company was still operating out of a garage. It shows Isaac Newton sitting beneath a tree with an apple dangling precariously above his head.
• Rob Janoff used the same apple in his redesign a year later. "You can almost feel the '70s and '80s taking place when you take a look at that rainbow apple," says Bill Gardner, principal of Gardner Design.
• Former CEO Lord John Browne was the first oil executive to acknowledge the threat of global warming. The bursting green, yellow, and white Greek mythology-inspired "Helios" symbol that replaced BP's shield is meant to imply a shift toward alternative, environmentally-friendly sources of energy like solar and biofuels, and relentless advertising has made the company's initials synonymous with "beyond petroleum."
But a series of oil spills and accidents suggested that BP wasn't walking the walk, leading some to consider its wildly successful mark more a mask than its true face.
• "If the story doesn't hold up, the mark and the brand start to lose their luster," says Brendán Murphy,
In 1972, IBM ditched its original logo in favor of the symbol it has used ever since. In an attempt to update its antiquated look -- the old logo wrapped the words "International Business Machines" around an image of the globe -- IBM tried two different block-letter logos before legendary branding designer Paul Rand created the current version.
In this modern design, the lines that make up the letters represent "speed and dynamism," according to the company. "They owned the lines going through it before everyone started using lines," Gardner says. And because of its simplicity and originality, "you have a hard time desiring to mess with it."
The association with fattening products like Kraft Macaroni & Cheese -- and negative connotations stemming from its connection to tobacco conglomerate Philip Morris -- tainted both Kraft's corporate history and its logo. So it made sense that just under two years after Altria (formerly Philip Morris) spun off shares of Kraft to form a distinct company called Kraft Foods, the food giant would want to revamp its image.
But it wasn't necessarily a success: While the slimmer styling suggests healthier products, many analysts consider the new logo, by Nitro design agency, a disaster. Introduced in February, it's already been altered, with changes to both the location and shape of the ambiguous "flavor burst," which evokes both butterflies and flowers.
At first glance, Pepsi's 2008 redesign may not look like a significant transformation, but it didn't take long for it to become a hot topic. This February, after the logo hit products, "BREATHTAKING Design Strategy" -- a 27-page justification of the new logo attributed to the Arnell Group, the marketing agency that created it -- leaked over the Internet, raising lots of questions.
In this "crazy brand manifesto," as Belk calls it, Arnell explained the redesign and even likened the new symbol to the "Mona Lisa" and the Parthenon. While some, like Belk, appreciated the simplicity of the new logo, many analysts argued that -- in addition to the disastrous treatise -- Pepsi had abandoned valuable equity in transforming its famous "wave" into the "smile."
"By taking away the wave, they just stole the legs out from under Pepsi," Gardner says. "My sense is that in five years, they will go back to the wave."
Here's one Starbucks concoction many hoped had disappeared a long time ago. The brown logo featuring a nude siren had been the company's icon since 1971, when it was developed by Starbucks co-founder Terry Heckler.
In 1992, it was updated to the green logo used today, picturing a less exposed siren. But in May of last year, the brown logo -- with the breasts covered -- made a comeback for several months during a promotion. Even with the minor touch-up, the flashback was not met with much enthusiasm.The retro logo "goes from embarrassing to crude," says Belk, whose opinion was shared by many.
Called "Slutbucks" by consumers because of the siren's seductive stance with spread tailfins and naked torso, Starbucks re-shelved the controversial siren within months, and today its green logo is back.
Branding has always been an issue at Tropicana: In its original logo, the company featured small, plump "Tropic Ana," an ambiguously ethnic topless girl with a grass skirt and balancing a bowl of oranges atop her head.
And while its more recent logo -- an orange with a straw -- wasn't criticized for being racially offensive, the company's attempts to make it over earlier this year still met with serious opposition.
Tropicana spent a reported $35 million on what consumers and analysts called an unoriginal and bland redesign, replacing its signature straw-in-orange with a glass of orange juice. While the company appeared to be aiming for a more modern style, it prompted an uproar from consumers, who found it generic.
In 2003, as UPS moved into the digital age -- from packaging and shipping. The company outgrew its 42-year-old iconic logo. Celebrated in the design community for its connection to legendary designer Rand, the original logo and its old-fashioned bow gestured to the company's roots in neighborhood package delivery. "It had a humor and a humanity to it," Murphy says.
But, the new logo represents a strategic decision to emphasize UPS's expanded business operations, and analysts also praised the company's FutureBrand designers for nodding to UPS's heritage by preserving the shield, keeping it lighthearted, and leveraging the color brown. "You would never think [brown] would be an asset, but in their case, it is."
Licensing
Licensed Products
The Products
Sponsorships and Endorsements
Sponsorships
Importance of Sponsorships
Importance of Sponsorships
THE PRICE OF A NAME
Venue, City Total No. years Annual Exp.
1. * Barclays Center, Brooklyn, N.Y. Sponsor: Barclays PLC
$400million
20 $20.0million
2029
2. * Citi Field, Queens, N.Y. Sponsor: Citibank N.A.
$400million
20 $20.0million
2028
3. ** Reliant Stadium, Houston Sponsor: Reliant Energy Inc.
$310million
31 $10.0million
2032
4. FedEx Field, Landover, Md. Sponsor: FedEx Corp.
$205million
27 $7.59million
2025
5. American Airlines Center, Dallas Sponsor: AMR Corp.
$195million
30 $6.5million
2030
6. Philips Arena, Atlanta Sponsor: Royal Philips Electronics N.V.
$185million
20 $9.25million
2019
7. Minute Maid Park, Houston Sponsor: The Coca-Cola Co.
$178million
28 $6.36million
2029
8. University of Phoenix Stadium, Glendale, Ariz. Sponsor: Apollo Group Inc.
$154.5million
20 $7.72million
2025
9. Bank of America Stadium, Charlotte, N.C. Sponsor: Bank of America
$140million
20 $7.0million
2023
10. Lincoln Financial Field, Philadelphia Sponsor: Lincoln National Corp.
$139.6million
20 $6.98million
2022
Graph of funding sources
Types of Sponsorships
Premium Sponsors
Entitlements
Facility Entitlements
Product Exclusivity
Endorsements
Association
Demographic Match
Successful Careers
Image
Sports Appeal
Color Psychology and Marketing
Color is a meaningful constant for sighted people and is a powerful psychological tool. By using color psychology, you can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder
ROY G BIV ?
Psychology of Color: Black
• Black is the color of authority and power, stability and strength. It’s also the color associated with intelligence (doctor in black robe; black horn rimmed glasses, etc.) Black clothes make people appear thinner. It's a somber color sometimes associated with evil (the cowboy in the black hat was almost always the "bad guy"). In the western hemisphere black is associated with grieving. Black is a serious color that evokes strong emotions; it is easy to overwhelm people with too much black.
Psychology of Color: White
• For most of the world this is the color associated with purity (wedding dresses); cleanliness (doctors in white coats) and the safety of bright lights. It’s also used to project the absence of color, or neutrality. In some eastern parts of the world, white is associated with mourning. White is also associated with creativity (white boards, blank slates).
Psychology of Color: Gray
• Gray is most associated with the practical, timeless, middle-of-the-road, solid things in life. Too much gray leads to feeling mostly nothing; Some shades of gray are associated with old age, death, taxes, depression (winter time and grey skies). Silver is an off-shoot of gray and often associated with giving a helping hand.
Psychology of Color: Red
• If you want to draw attention, use red. It is often where the eye looks first. Red is the color of energy. It's associated with movement and excitement. People surrounded by red find their heart beating a little faster and often report feeling a bit out of breath. It's absolutely the wrong color for a baby's room, but perfect to get people excited. Wearing red clothes will make you appear a bit heavier and certainly more noticeable.
Psychology of Color: Blue
• Ask people their favorite color and a clear majority will say blue. Much of the world is blue (skies, seas). Seeing the color blue actually causes the body to produce chemicals that are calming; but that isn't true of all shades of blue. Some shades (or too much blue) can send a cold and uncaring message. Many bedrooms are blue because of it's calm, restful color. Over the ages, blue has become associated with dependability, wisdom and loyalty (note how many uniforms are blue). People tend to be more productive in a blue room because they are calm and focused on the task at hand. Some studies are showing that weight lifters can lift more weight in a blue gym - in fact, nearly all sports are enhanced in blue surroundings
Psychology of Color: Green
• The color of growth, nature, and money. A calming color also that's very pleasing to the senses. Dark forest green is associated with terms like conservative, masculine and wealth. Hospitals use light green rooms because they too are found to be calming to patients. It is also the color associated with envy, good luck, generosity and fertility. It is the traditional color of peace, harmony, comfortable nurturing and support.
Psychology of Color: Yellow
• Cheerful yellow the color of the sun, associated with laughter, happiness and good times. A person surrounded by yellow feels optimistic because the brain actually releases more seratonin (feel good chemical in the brain) when around this color. It is the color associated with optimism but be careful with yellow, when intense, it is the color of flames and studies show babies cry more in (bright) yellow rooms and tempers flare more around that color too. It has the power to speed up our metabolism and bring out some creative thoughts (legal tablets are yellow for good reason!). Yellow can be quickly overpowering if over-used, but used sparingly in just the right place it can be an effective tool in marketing to greater sales.
Psychology of Color: Orange
• It's the color tied most to fun times, happy and energetic days, warmth and organic products. It is also associated with ambition. There is nothing even remotely calming associated with this color. Orange is associated with a new dawn in attitude.
Psychology of Color: Purple
• What color were the robes of kings and queens? Yes, they were purple, our most royal color that is associated with wealth, prosperity, riches and sophistication. This color stimulates the brain activity used in problem solving. However, when overused in a common setting it is associated with putting on airs and being artificial. People use purple most carefully to lend an air of mystery, wisdom, and respect. Young adolescent girls are most likely to select nearly all shades of purple as their favorite color because of this.
Psychology of Color: Brown
• This color is most associated with reliability, stability, and friendship. People are likely to select this as their favorite color. It's the color of the earth itself "terra firma" and what could represent stability better. It too is associated with things being natural or organic. Caution however, in India it is the color of mourning.
Guess What?
• -30pts for late assignments
• HOMEWORK (answer in full sentences)
• Pg 144, 151 Key terms
• Pg 150,158 Quick Check
• Read Chapter Summary